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BizReport : Advertising archives : 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.

by Helen Leggatt

24%207%20media%20logo.gifSome 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

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