The Internet held out the undertaking of discovering new markets and monetizing repositories of unused items. The most interesting topic on the Internet is “long tail“. The Long Tail was theoretical to support sellers of less popular items earn significant profit by selling small volumes of hard to find items to many customers. In my opinion, it creates a competing for the business. It also makes perfect sense that the Long Tail would take over the Information Technology services. Leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head. Not surprisingly, other web 2.0 success stories demonstrate this same behavior. eBay enables occasional transactions of only a few dollars between single individuals, acting as an automated intermediary.
DoubleClick was founded in 1996. It develops and provides Internet ad serving services. Its clients include agencies, marketers (Universal McCann Interactive, AKQA etc.) and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L’Oréal, Palm, Inc., Visa USA, Nike, Carlsberg among others.
DoubleClick, harness software as a service, has a core competency in data management, and long before web services even had a name, they are the pioneer in web services. However, DoubleClick was eventually limited by its business model. It bought into the ’90s notion that the web was about publishing, not participation; that advertisers, not consumers, ought to call the shots; that size mattered, and that the internet was increasingly being dominated by the top websites as measured by MediaMetrix and other web ad scoring companies.
As a result, DoubleClick boast “over 2000 successful implementations” of its software. Yahoo! Search Marketing (formerly Overture) and Google AdSense, by contrast, already serve hundreds of thousands of advertisers apiece. Overture and Google’s success came from an indulgent of what Chris Anderson refers to as “the long tail,” the collective power of the small sites that make up the bulk of the web’s content. DoubleClick’s offerings require a formal sales contract, limiting their market to the few thousand largest websites. Overture and Google figured out how to enable ad placement on virtually any web page. Moreover, they eschewed publisher/ad-agency friendly advertising formats such as banner ads and pop-ups in favor of minimally intrusive, context-sensitive, consumer-friendly text advertising.