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What’s the next big move for Google?

We’re not sure, but multiple ad tech industry sources think Google is about to buy Akamai.

We’ve been chasing a rumor that Google is about to make a big ad tech acquisition. The one name that kept coming back at us was Akamai.

At this point, it’s mostly just a rumor, but almost a dozen sources inside and outside of Google are telling us that they’ve at least heard about a looming Google-Akamai deal.

Then again, Akamai is one of those companies that’s always mentioned as a take over target. Also:  a high-level source at Akamai that we talked to shot down Google speculation.

Still, all of our sources think Akamai would be a good fit for Google.

There are two reasons.

REASON ONE: Akamai is sitting on a trove of valuable data that Google could use to vastly improve its business. Akamai delivers video and knows what people are watching, when they’re watching it, and how they’re watching it.  

Google could use that information to improve search, video, display, everything. There’s a huge risk in “sniffing” the data from Akamai to influence other parts of Google as one source put it. Google would have too much information, and it would have even more government regulation.

akamREASON TWO: Akamai’s stock has been crushed in the last year. It’s off by 50%, so the company could be had for a decent price. A recent Bloomberg article speculated Akamai would sell for $7.4 billion or more.

If you know what Google is interested in buying, email us at or call Jay Yarow at 646.376.6037.

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As Facebook grows, one concern for Google is that users could eventually turn away from traditional search and instead ask their friends for advice and answers.

So far, that’s not happening according to the chart below from Bank Of America Merrill Lynch.

When consumers want to research buying something, Google is still the primary option. Only 1% of 418 people surveyed say they ask friends on Facebook about the product.

It’s not in this chart, but BofA also says only 3% of Facebook users say they use Google less thanks to Facebook. (17% say they’re using it more thanks to Facebook.)

Of course, the real long term risk to Google is that Facebook has a trove of important data which it can not access. But, for these other concerns the data from BofA provides some relief for Google.

And for Facebook, this chart isn’t bad news, either. It’s still a place where users hang out and can be influenced by display advertising.

Related: The TRUTH About Facebook: 18 Charts Reveal Everything

chart of the day facebook google

For the latest tech news, visit SAI: Silicon Alley Insider. Follow us on Twitter and Facebook.

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