Google completes their DoubleClick acquisition
An article by Business Week sets out the implications for the online advertising market and how display advertising is expected to see a resurgence as new targeting tools and analytics enable advertisers to make better use of this medium.
The move also provides another setback for Microsoft and may precipitate a more urgent attempt to buy Yahoo! so that they can strengthen their position within the search market and avoid losing share in the display advertising sector. In a new move, AdWeek reports that Microsoft have just purchased Rapt, a company that enables advertisers to manage their online ad inventory - a further sign that this sector will become a new battleground between the two search rivals.