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Google defends DoubleClick & YouTube

CEO Schmidt opens up on internet acquisitions

As well as launching a competitor to Microsoft’s PowerPoint presentation tool, Google CEO Eric Schmidt used his keynote at the O'Reilly Web 2.0 Expo to elaborate on Google’s purchase of DoubleClick and its copyright battle with Viacom.

Google announced its $3.1bn purchase of online advertising company DoubleClick last week, while the lawsuit Viacom has filed against Google claiming copyright infringement by Google subsidiary YouTube, could cost the company another $1bn in damages.

As for the DoubleClick deal, "the math works”, Schmidt said. "The combination of the targeting that they do, the advertising support tools they have built ... combined with Google technology would provide a better experience for the user."

He also said that DoubleClick's use of humans for advertisement buying and selling - as opposed to computers - could benefit from Google's automation. "Advertising is both an art and a science," he said. "We can provide the science to the art."

For companies that may now be using both DoubleClick and Google, the search company hopes to make clients comfortable, either by keeping Google data separate from data about DoubleClicks' clients or by asking companies for permission to share that information. Both ideas are under consideration, he said.

On the Viacom legal fight, Schmidt said that the lawsuit is being used by Viacom as a negotiating tactic around copyright. He noted that Google had taken down Viacom's copyrighted material from YouTube after Viacom asked it to do so.

He also noted that Google is set to bring out a new tool called Claim Your Content (CYC) that would allows copyright owners to monitor what content is being used on YouTube another sites. "As that rolls out, the issues at Viacom become moot," he said.

As for future acquisitions for Google, Schmidt declined to offer specifics. But he did say the company would likely partner with companies in the mobile space and with those targeting the local search market.

www.computerworld.com


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