MRC 'favorably impressed' by metrics available to advertisers
The Media Ratings Council has awarded full accreditation to Apple's iAd, the first mobile ad platform to achieve that status, says Advertising Age. The accreditation reflects iAd's compliance with standards set by the Interactive Advertising Bureau and the Mobile Marketing Association. That includes accurate reporting of data such as taps, visits, views, impressions, conversations, and average time spent.
Samsung AdHub goes to mobile
Samsung decided to take its own leap into mobile advertising on Tuesday with plans for its own mobile ad exchange. The AdHub Market outlined to MarketWatch would let advertisers buy space either from app developers or Samsung itself to put them on apps across the Korean company's platform. The OpenX-powered service would be active in the second half of the year.
WSJ: MS vs. Apple
Microsoft should divert some of its attention away from Google and concentrate on Apple, argues the Wall Street Journal. Although Microsoft faces stiff competition from Google, particularly after the latter's deals with DoubleClick and Yahoo, Apple is said to be rapidly encroaching on territory once held sacred, such as the smartphone market. Apple has the attention of the American public whereas Microsoft does not, the Journal writes. Windows Mobile is used on a number of third-party smartphones, but these are already losing some ground to the iPhone.
Google Splits DoubleClick
Google today said it will sell off the search marketing portion of DoubleClick to ensure that its takeover bid goes through. Called Performics, the division is being split off by the search engine giant to convince users that the ads accompanying search results won't be influenced by a conflict of interest. Advertisers will need to know that Google is objective and won't bias the ads it displays towards any one advertiser, according to DoubleClick's Tom Phillips.
As a result of having received approval from the European Commission, Google is now formally announcing the completion of its acquisition of DoubleClick. The deal, worth $3.1 billion, will make the combined company the largest web advertiser in the world, beating even the combination of Microsoft and aQuantive. Google says it is now beginning to establish practical plans for the absorption of DoubleClick, which should be fully executed "by early April."
EU Yes to DoubleClick Deal
The European Commission today fully approved Google's proposed buyout of DoubleClick, all but ensuring the completion of the unprecedented move. The acquisition has been previously approved by the US Federal Trade Commission and received its blessing from the European agency in the belief that a combined Google/DoubleClick entity would not block out competing ad networks. As neither company has directly fought for similar business, the union of the two companies also won't create a monopoly, the Commission argues.
Microsoft Offers Yahoo Buy
Microsoft on Friday startled the industry by offering to buy Yahoo, potentially creating a major shift in online business. The proposal would see Microsoft pay $31 per share in a deal worth a total of $44.6 billion. This is 62 percent higher than Yahoo's closing stock price on Thursday, Microsoft observes. The latter argues that an acquisition would help both companies compete in web services and that about $1 billion per year could be saved between the two by eliminating overhead.
The US government's Federal Trade Commission has approved Google's acquisition of DoubleClick, the Associated Press reports. The two signed a deal in April worth $3.1 billion, but the purchase has since undergone much scrutiny, primarily due to worries that Google might develop a monopoly in online advertising. This opinion was voiced especially strongly by Microsoft and AT&T, despite the former of the two having bought the ad firm aQuantive. Microsoft is pushing heavily into areas currently ruled by Google, such as web search and mapping.