The European Union has given the green light to the Google/Double Click deal. The United States government is expected to do the same by the end of the year. Google is still giving away no clues as to how it intends to use Double Click to change Adsense. Or should that be, how will they use Adsense to change Double Click? These are the questions for anyone who relies on Adsense or Double Click to produce an income, either full-time or as a sideline. So far there has not even been any clue as to if Google will merge the two companies or run them separately, as they are now. Adsense and Double Click work in completely different ways, and have unique strategies from each other. Each company seems to be aimed at completely different markets. The question is will Google attempt to integrate the two very different advertising systems? And if they do, what will be the effect on advertisers CPM’s and site owner’s income. Will smaller sites be left completely out of the loop if Google moves towards Double Click, as it is advertising model? It’s pretty clear that something has to happen, as in recent months site owners with one site or massive multi-site machines are reporting across-the-board drops in income varying from 25 to 50 percent, as Google ‘rationalizes’ its advertising income. Basically speaking sites are still receiving the same number of hits, but receiving less income from those hits. The only explanation can be that Google is simply paying less per hit. Therefore, everyone involved with Adsense or Double Click marketing will be waiting with bated breath for any announcement from Google.
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I'm very excited about the changes coming. I believe google will try to integrate both platforms and improve adsense. About your 50% drop of revenues... nothing has changed. There are just days when a certain publisher had a bad adsense day, he starts a few threads on webmaster forums such as DP, webmasterworld and sitepoint and injects fear into other pubishers, who then check their accounts and notice AHA, I REALLY HAVE 3 CENTS LESS THAN YESTERDAY! Fluctuations are normal and may happen at seasons or big holidays. Or they move between certain niches, because of old advertisers living and new ones coming and because of MFA's targeting high paying keywords. Other than that adsense is pretty steady.