Google DoubleClick Lowers Ad Revenue
June 2, 2018
Power outages happen, so you wait for them to be fixed. In the digital age, however, when there is a power outage a day’s entire profits can be lost. ZDNet shares a story about a recent outage with Google’s ad stack: “Google’s DoubleClick Outage Should Force Marketers To Ask Some Hard Questions.”
DoubleClick went dark in March 2018 and it demonstrated how much publishers rely on Google. The search giant did not really care, though. Google simply shrugged its shoulders and said to limit tracking and change over to text ads. As a result, publishers are probably going to depend on more transparency. Here are the reasons why, according to the write up:
- DoubleClick is the dominant display ad serving platform and there aren’t other options.
- Google is a near monopoly with DoubleClick and already struggling Web publishers get punched in the head again.
- The ad stack on the Web is integrated so DoubleClick’s reliability woes are enough to make sites crawl.
- Google has rightly been focused on mobile and its core search ad business. That reality makes you wonder how much Google has invested in DoubleClick over the years.
The bug was eventually fixed, but it does not offer much of a resolution for future problems. DoubleClick advertises itself as a reliable company that runs on Google Cloud, but it was not reliable in March. Google can takes its sweet time to fix the bug, but what are publishers supposed to do when they are not making a profit?
Next up for Google DoubleClick?
GDPR.
Whitney Grace, June 2, 2018
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