DoubleClick For Sale - Part 2

By Michael Abolafia

According to a recent article it looks like Google, Yahoo and AOL have joined Microsoft as interested parties to purchase DoubleClick.  As i mentioned in my previous blog entry, the affiliate network Performics would be a part of this sale.  I feel as though a sale to Microsoft, Google and Yahoo would have the potential to greatly change the affiliate space.

Many people have come out and said that the new Google CPA network would be the end of affiliate marketing.  I do not believe that to be true at all.  Could it take a small cut out of traditional Affiliate Marketing?  Maybe.  However, to me affiliate marketing is about relationships and matching offerings to the needs of a marketing partner.  This could be in the form of interactive banners, data feeds, search banners, etc.  Until Google could offer these types of customizability and relationships their offerings will not have a big negative impact on the Affiliate Marketing space.  But could the purchase of DoubleClick provide them with this opportunity?