All the recent press about DoubleClick is a great opportunity to talk about something that the majority of us in business - especially online businesses - need to know. Think of all the hype that the online video craze has been getting, even though nobody is making any money on it. As a matter of fact they're huge drags on the finances of companies.
On the other hand take DoubleClick, something most people would consider a very boring company. It wouldn't even be in the news much except big numbers about how much it may sell for makes it a story worth talking about for a number of writers.
I like how Forbes talks about it saying "DoubleClick, the New York-based Internet advertising network, is no YouTube: It is an unsexy, revenue-producing business run by grown-ups who keep a low profile. It may also be worth more than YouTube, which Google bought for $1.65 billion: Google (GOOG), Microsoft (MSFT) and other Internet heavyweights are reportedly willing to pay more than $2 billion for DoubleClick."
DoubleClick and online companies like it go along without a lot of press while making a ton of money. That's been happening for years on the Internet, and will continue to happen. I know of people that have been around for at least 10 years marketing online and they continually produce great numbers year after year, while all the fads come and go.
The major thing to keep in mind about these types of companies is that they are usually empowerers. They provide tools, products and services that enable others to do things they want. That type of company is rarely in the headlines, as they're not that exciting to talk about by writers.
But when you're looking to make money in any business, it's almost always those that provide tools and answers for others to make money that do the best. DoubleClick does that, which is why it is such a desirable company for those that understand why they're making money.
The bottom line in online marketing is that providing tools and ways of empowering others is what makes a company profitable and valuable. Those that have been doing this for years continually laugh all the way to the bank, while others simply follow the herd not knowing why, other than that's the direction everybody seems to be going in.
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