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November 13, 2014

Google DoubleClick outage impacts revenue

Outage affected as many as 55,185 web sites worldwide.

By CBR Staff Writer

A short-term outage to Google’s DoubleClick online advertisement service led to widespread impact and a substantial loss in revenue, according to industry experts.

The outage hit web sites around the world across video, display and mobile formats. Google worked to fix the software bug and the service was back up and running quickly.

Application performance management specialist Dynatrace tracked the outage. The firm’s data indicates an internal issue within DoubleClick’s infrastructure, rather than a network concern, caused the outage.

Dynatrace also tracked the impact of the event, suggesting there were a total number of 315 DoubleClick outages worldwide, affecting as many as 55,185 web sites.

"Any impact to ad networks, with DoubleClick being the largest, leads to a substantial loss of potential revenue as ad impressions are not happening," said Michael Allen, vice president of application performance management for Dynatrace.

"An issue like this, that also slows sites, is doubly impactful as users will get frustrated with slow pages and abandon the site they are on, leading to an additional loss of ad impressions. Given the widespread nature of this event, there was a substantial loss of revenue that occurred yesterday."

Dynatrace used its Outage Analyzer tool and benchmarks to track the outage.

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