Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Advertising : April 23, 2007
Ad campaign targets concerned DoubleClick clients
Interactive agency 24/7 Real Media has launched an ad campaign to attract marketers who aren’t happy with Google’s acquisition of DoubleClick.
Some marketers aren’t happy with Google owning DoubleClick. 24/7 Real Media has latched on to industry concerns and launched an ad campaign which questions whether the deal is of benefit to online marketers. There are complaints that Google's acquisition of DoubleClick would give one company access to more information about the online activities of consumers than any other company in the world.
24/7 Real Media’s campaign message – “Google to acquire DoubleClick. Good for them. Good for you?” – brings such issues to the attention of the marketing industry. They will be rolled out in trade magazines this week having already been splashed across 24/7’s Real Media’s homepage and displayed on various industry sites.
"I mean, if you're a publisher, you're running all your sensitive campaign information through DART and it's now owned by one of your biggest competitors who you're fighting against for ad dollars," said Sherri Valenti, vice president of marketing for 24/7 Real Media.
DoubleClick claimed in a statement, "Any and all information collected by DoubleClick is, and will remain, the property of the company's clients. Ownership rights, like the other terms of DoubleClick's client contracts, will be unaffected by any acquisition."
Tags: 24/7 Real Media, ad campaign, DoubleClick, Google
Subscribe to BizReport
Latest Headlines
- Take my PDA but leave me the chocolate
- Quantcast: Demographic search tool beta launch
- Trendsetters targeted by new ad network
- PopularMedia launches a management platform for social media
- GoldSpot Media, Denuo partnering for mobile targeting
- The rise of DIY display advertising
- Consumers still find online shopping frustrating
- Consumers go online for Mother's Day gifts
Featured White Papers:

Extraordinary Customer Service
Is Your Customer a Satisfied Customer? Learn the Best Practices For Improving the Customer Experience. >>

Search Engine Optimization and Pay-Per-Click: A Holistic Approach
Learn how pay-per-click (PPC) and natural search engine optimization (SEO) can work hand in hand to help your business better connect with new customers. >>

12 SEO Campaign Killers
Learn what not to do when launching a Search Engine Optimization (SEO) campaign to attract more visitors, leads and sales. >>

Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:

Successful Promotions
Shows you how effective imprinted promotional items can be for any kind of campaign. >>

Featured Research
- Search Marketing Benchmark Guide 2008
All new practical, fact-based search marketing data on what works and what doesn’t - essential for search marketing (PPC & SEO) budget planning.