Feeds

Viacom shuns Google's DoubleClick for Microsoft

Yes, they say, it is Google's DoubleClick

Boost IT visibility and business value

After suing one Google acquisition for $1bn, US media behemoth Viacom has now divorced another, leaping headlong into the arms of Microsoft.

Back in March, Viacom slapped a $1bn copyright infringement lawsuit on YouTube, and as lawyers continue to bicker about whether Google is responsible for Viacom-owned clips posted to the world's most popular video site, the media giant has yanked its ad dollars out from under DoubleClick and spilled them onto Microsoft.

DoubleClick, of course, is the online ad firm Google agreed to acquire back in April. The US Federal Trade Commission and the European Union are still investigating the $3.1bn acquisition - yes, $3.1bn - but according to Bloomberg, the FTC is set to rubber stamp the deal any day now.

In the past, DoubleClick served up online ads for Viacom, which owns big-name cable channels like MTV and Comedy Central and the venerable movie house Paramount Pictures. But now Viacom ads will be handled by Atlas, the ad-serving platform Microsoft grabbed back in May when it acquired DoubleClick-rival aQuantive. The Viacom-Microsoft deal will stretch for five years, but financial terms were not disclosed.

As part of the deal, Microsoft has also won the right to use Viacom-owned TV shows and movies on Redmond properties like MSN and XBox, and it will team with Viacom to build promotional web sites for events like the MTV Awards. If you care.

This is the third big ad win for Microsoft and Atlas in recent weeks, after high-profile deals with CNBC.com and Digg. Having oozed $6bn in cash for aQuantive - yes, $6bn in cash - Redmond is nothing less than serious about this internet ad thing.

But if the Google-DoubleClick deal goes through - as Bloomberg claims it will - Microsoft will have a mountain to climb. Redmond has vigorously fought the deal, claiming that a marriage between two of the most successful internet advertising operations will hamper market competition and destroy online privacy as we know it.

Naturally, Google sees things a little differently. It believes a rubber-stamped DoubleClick pact will empower consumers, fund small businesses, and promote free speech. We think that's tosh. Microsoft accusing a rival of hampering market competition is ridiculous, but not as ridiculous as this free speech nonsense. ®

Boost IT visibility and business value

More from The Register

next story
HIDDEN packet sniffer spy tech in MILLIONS of iPhones, iPads – expert
Don't panic though – Apple's backdoor is not wide open to all, guru tells us
NO MORE ALL CAPS and other pleasures of Visual Studio 14
Unpicking a packed preview that breaks down ASP.NET
Captain Kirk sets phaser to SLAUGHTER after trying new Facebook app
William Shatner less-than-impressed by Zuck's celebrity-only app
Apple fanbois SCREAM as update BRICKS their Macbook Airs
Ragegasm spills over as firmware upgrade kills machines
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Mozilla fixes CRITICAL security holes in Firefox, urges v31 upgrade
Misc memory hazards 'could be exploited' - and guess what, one's a Javascript vuln
EU dons gloves, pokes Google's deals with Android mobe makers
El Reg cops a squint at investigatory letters
Chrome browser has been DRAINING PC batteries for YEARS
Google is only now fixing ancient, energy-sapping bug
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.