Drift in Online Advertising

In the recent times, we have just come across all major Web Players busy acquiring suitable partner

• Google acquired Doubleclick
• Yahoo acquired Right media
• Microsoft acquired aQuantive
• WPP acquired RealMedia

Lets have a look at the acquired

The fact to note is, all these acquiring happened as a chain reaction.After knowing this I started to Question myself

Why all these players acquiring?

• Firmly believing spending money in acquiring is to form their own territory due to insecurity they get over each other

• To restrict/stop the mobility of each players on the internet

• By this, they can ensure their base for revenue generation
  

All the above points are transparent as these players have acquired market leaders in online marketing solutions which has broad ad network by which each player can control the advertisements on their network.

Now, we see ad sense on all the websites, I previse the coverage of ad sense would be narrowed down a bit as the ad networks of yahoo, Microsoft might blocks ads pumping through google.H owever smaller sites, blogs would still be out of control.

So my conclusion is, on internet we experience new things everyday, so for one to dominate is just by acquiring potential partner.So the drift would continue.