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revenue in 2006), that is, about [<10%]* of DoubleClick's 2006 turnover in the EEA90.


These figures demonstrate that several of DoubleClick’s European and

worldwide customers have migrated from DFP (and DE or DFA) and switched to rival display ad serving providers and moreover, that switches occur within the industry.


Similarly, DoubleClick has also

competitors. In total, DoubleClick publishers and [<60]* advertisers) publishers and [<70]* advertisers).

has in

acquired numerous customers from won [<100]* new customers ([<40]* 2006 and [<120]* in 2007 ([<70]*

  • 152.

    Considering DoubleClick's competitors, they have recently also announced switches to their services by major customers. For instance Microsoft announced that more than 20 publishers switched from other ad serving providers or solutions to the Atlas Publisher Suite, since the company unveiled its plans to acquire aQuantive Inc. New customers include SmartBrief Inc., Reunion.com Inc. and Entrepreneur.com Inc91.

  • 153.

    It is also worth noting that competitors put forward the ease of switching in their promotional arguments. For instance, Accipiter, before being bought by Microsoft, and at a time where DoubleClick was to acquire Falk, offered a special ad serving migration package to Falk customers stating that "Accipiter’s customers find it easy to migrate from their existing ad server to AdManager and to integrate the technology with their existing workflow and billing infrastructure"92.. Accipiter also argued that its “automated migration tools to make the transition as painless as possible” and advertised the fact that 30% of its new customers in 2005 migrated from competing platforms93. AOL/ADTECH94, amongst others, also argues that switching is not a detrimental hurdle for ad serving customers.


The loss in revenues is significant on the publisher side as the revenues from the customers that switched represented [5-10%]* of DoubleClick's publisher side revenues.


See press release of 24 September 2007 from http://www.atlassolutions.com/news-20070924NC.aspx.


http://www.e-consultancy.com/news-blog/361053/accipiter-offers-special-ad-serving-migration-package- to-falk-customers.html?keywords=accipiter%2Doffers%2Dspecial%2Dad%2Dserving.


Accipiter Offers DART Alternative, Adotas, Mar. 27, 2006, http://www.adotas.com/2006/03/accipiter- offers-dart-alternative/.


"You migrate to ADTECH without any effort or risk within a short period of time. ADTECH has a long lasting experience in system migrations and offers professional project management in addition to a well engineered service package which is tailored to your needs. . . . Migration is so easy! . . . The migration occurs with the least effort and best possible result for you! On all levels ADTECH meets the high requirements of an efficient migration such as maintaining and smoothly transferring your data." ADTECH, http://www.adtech.de/en/go_adtech.html.


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