Adotas Readers Shrug at Google’s Doubleclick Ad Exchange

Google has launched a LOT of different services and applications over time. 99% of their business still remains their core search and search advertising (adwords/adsense) products. The rest, while some of it very impressive (Google Earth for example), has mostly just been a lot of noise and a lot of hype. While many of these services (like GMail) are great for users, they aren’t really that impactful to Google’s bottom line. Their biggest successes might just be in acquisitions. YouTube seems to be gaining some footholds on the road to monetization, and Doubleclick always was a leader in the ad serving business. So when they recently announced that AdSense/AdWords would essentially be combined into the Doubleclick display-ads based AdExchange, the industry did a collective gasp…. but at least one industry survey by Adotas appears to indicate that gasp might just be a yawn.