I wish Google luck with whatever they do, so long as they maintain their “don’t be evil” attitude.

Would like to hear your thoughts but among many reasons it hasn’t happened to date, or even been announced – we’ll suggest – is three-fold:

– With malignant inventory throughout much of the content network, it is difficult to make low performing CPC inventory work with advertisers buying on a CPM basis in the doubleclick exchange model. (DCLK wants that brand dollar advertiser ideally not the bottom feeder DR of adsense who seeks only reach.)

– negative brand adjacency issues persist with adsense inventory.

– contextual placements vs. site placements – adsense business is in part based on contextual buying and selling. Not sure that works with the first generation of doubleclick’s site targeting exchange. Goog needs to retrofit it.

We’ll guess they open a new, larger exchange: doubleclick plus a “clean” content network with stricter vetting and auditing. Maybe it’s the Ad Planner idea? Dunno.

Godspeed to big G and mike.

The big changes will come when large publishers will start dropping DoubleClick as their ad platform, and that won’t happen soon.

The one thing they could do easily is integrate Ad Planner with DoubleClick. That seems like a simple move, and has the potential of softly referring media sales to big publishers.

Or we’ll all perish because OMG it’s a recession!