New Media
O achizitie a Google starneste controverse in piata de publicitate
Google a cumparat joi platforma online de publicitate Invite Media, cu 70 mil. dolari, fapt ce a atras critici din partea unor experti in publicitate, ingrijorati ca gigantul american castiga prea multa influenta pe aceasta piata, scrie eWeek.com.
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Platforma Invite Media permite advertiserilor sa cumpere spatiu de reclama de la vanzatori de pe mai multe platforme precum cea a Google, DoubleClick Ad Exchange, cea a Yahoo, Right Media sau AdECN a Microsoft, prin transmiterea de ordine de cumparare in timp real.
Expertii se intreaba daca, dupa aceasta achizitie, Google – care este si cel mai mare vanzator de publicitate online – va putea mentine o pozitie neutra intre aceasta calitate si cea de intermediar de vanzare de publicitate.
De asemenea, tranzactia ar putea genera si o reactie din partea autoritatilor anti-concurenta din SUA, care aproape ca au blocat tranzactia de preluare a retelei de reclame pe mobil AdMob de catre Google. Tranzactia a fost totusi incheiata, recent.
Pe de alta parte, achizitia Invite Media are sens, tinand cont ca gigantul american nu are un astfel de serviciu precum cel oferit de Invite Media in portofoliu, potrivit unui analist citat de eWeek.
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