Though Peppered with rumor and negative PR, Google’s acquisition of DoubleClick remains, as far as I’m concerned, one of the most important, recent developments in online marketing. Stuart Frankel, President of Performics, responded quickly to speculation of a Performics dissolution with concise reassurance of their alignment with DoubleClick and Google and position as a leading search and affiliate vendor.
Evidence of that alignment comes, recently, in the form of DoubleClick’s new 99% Policy and Nerve Center in which it seems DoubleClick aims to become just that, the cornerstone of the industry. Reflecting DoubleClick’s role in partnering with both buyers and sellers of digital media, the Nerve Center strives to express the company’s commitment to innovation, insight and focus on client success. 3 questions are asked of industry leaders creating a rich library of insight regarding mobile, video, social networking, TV, and viral marketing to which, I expect, DoubleClick will respond with support.
Through Google, questions have been raised about the conflict of interest between DART Search and AdWords and though, as of yet, unsubstantiated, DoubleClick has responded. What made me sit up and take notice was a new policy ensuring commitment to their support of Yahoo!, MSN, and Ask by way of accuracy within 99% in regard to search impressions, clicks, and charges.
If only we could get such a commitment from the engines on click fraud.