Like enterprise platform players Oracle, IBM, Adobe and Salesforce.com, Google’s ad and marketing tech offering is a sum of many acquired parts.
Google followed its $3.1 billion acquisition of ad server DoubleClick in 2007 with two key ingredients that would pad out its exchange: Invite Media on the buy side and Admeld on the sell side. Then there was mobile ad network AdMob, enterprise social marketing with Wildfire Interactive, creative with Teracent, online ad fraud detection via Spider.io and Adometry for marketing attribution.
By no means is the list exhaustive when one considers the rest of Google’s mix, like the billion-dollar-plus Product Listing ads (PLAs) business, Google Tag Manager and, of course, its near-ubiquitous Google Analytics business.
But as programmatic media and marketing technology continue to merge, will Google get into the enterprise racket – a world characterized by databases and customer relationships?
“Google is reliant on the journey of the cookie,” said one source who asked to remain anonymous due to their company’s relationship with Google. “They don’t dig in to the CRM when that consumer goes from a cookie stored in a browser session to lead-info that’s transferred to a company. There is a big hole and a gap there with the customer acquisition charter.”