Google Entry: Making Waves?

Adams, John
December 2009
American Banker;12/14/2009, Vol. 174 Issue 221, p7
Trade Publication
The article reports that the internet firm Google was considering entering the field of loan-lead aggregation. The potential ramifications are analyzed. It is thought that this would allow financial companies combine their online advertising, branding and customer acquisition efforts, and prompt a pricing war that could drive down lead generation costs.


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