Google's advertising deal ecosystem

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Market Overview

This series of acquisitions helps cover the entire value chain of advertising for Google. Ads start with the advertiser and go through an ad agency to a demand side platform (Invite Media), then to ad exchange (DoubleClick), then to supply side platform (Admeld), finally reaching users through services such as YouTube. The AdMob acquisition gives Google one of the largest mobile advertising networks. Google plans to integrate the AdMob network with DoubleClick's ad tools to ultimately operate a single platform across all devices. This is an excellent example of ecosystem synergy -- where target acquisitions have synergy with each other and not only with the acquirer.
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