DoubleClick Moves into E-Commerce
from the margins-too-high? dept
In a story that I’m surprised hasn’t been covered elsewhere, DoubleClick is apparently moving into e-commerce. Just like it currently outsources banner ad sales for websites, it will now outsource their e-commerce operations by operating co-branded stores for partners. It’s an interesting move, and shows that they’re trying to diversify, but it’s also a very crowded marketspace that is extraordinarily competitive, and has painfully small margins. If anything, they might have been better off trying to buy marketshare than start from scratch.