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All about Google

Ouriel Ohayon, profile picture
Ouriel Ohayon

This document discusses why Google acquired DoubleClick. The acquisition positioned Google on the banner advertising market and allowed it to reach highly popular websites. With DoubleClick, Google "moved up" the long tail of advertisers by gaining market shares of main online advertisers in relation to website traffic. The acquisition helped Google expand from the traditional text ad market to the larger banner market.

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