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Google is said to be considering DoubleClick for $2 billion

When Google decided to push forward into expanding its advertising portfolio, it definitely wasn't just testing the waters. Today reports surfaced around the Internet that Google is in talks with long time online advertisement house DoubleClick. What makes the talks between Google and DoubleClick more critical is that Google isn't just the only one with its eyes on the advertising firm. According to several reports, AOL, Microsoft and Yahoo are also in talks with DoubleClick's top management.

DailyTech last reported that Google announced its official push into video game advertising with the purchase of Adscape. The company launched a campaign to start pushing its AdSense and AdWords programs into video games.

With online games being released on consoles on an increasing basis, this also would make it easier for Google to approach console developers. Gamers have voiced their opinions about in-game advertising before and indicated that they were displeased with the movement, saying it detracts from the "reality" of the game.

Analysts are expecting the selling price for DoubleClick to reach as high as $2 billion USD with Google in the talks. Industry insiders indicated that Google is still developing its own advertising services, but said that Google would not stand to let Microsoft take over control of one of the oldest and widely used advertising firms.

According to search engine expert John Battelle, Microsoft is a big threat to Google's advertising space. "It's a major risk to [Google's] business to force advertisers to change behavior -- it needs a third-party ad serving solution."



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*sigh*
By Scorpion on 4/2/2007 5:36:32 PM , Rating: 2
I just don't understand why all of this is important. Why must Microsoft consider buying DoubleClick? It's probably motivated by their desire to compete with Google in the advertisement market, which is one of Google's strong suits. So now Google must consider buying them to stave off Microsoft. I mean it's reaching ridiculous proportions, just for an online ad company.

I also don't understand why companies like Microsoft feel the need to dip their fingers into so many different industries. I feel that it just dilutes their efforts to be really good at what their core is.

Sometimes I feel this Microsoft vs. Google war is some unnecessary competition being waged by companies with separate focuses, yet more and more, due to this "competition" they're both finding themselves migrating towards this conglomerate middle ground to duke it out in Thunderdome fashion.

I'm sure plenty of you will disagree with what I've said, but I still feel that we'd be better off if they would both focus on their core business, and stop diluting it.




RE: *sigh*
By thebrown13 on 4/2/2007 6:09:47 PM , Rating: 2
Google currently gets a CRAPLOAD of cash from doing nothing. Microsoft wants that to fuel other areas of R&D, like making Windows better.

What would you rather have? More google ads or a better OS that you use every single day of your life?

Derrr.


RE: *sigh*
By CheesePoofs on 4/2/2007 9:53:04 PM , Rating: 2
I use Linux and firefox + adblock. I'll just take a check?


RE: *sigh*
By thebrown13 on 4/2/2007 11:11:49 PM , Rating: 2
What Microsoft does surely helps you too. Just because the standard doesn't work for you now doesn't mean it never will.


RE: *sigh*
By Vixis on 4/3/2007 8:19:53 AM , Rating: 2
But Google invest in Linux.


RE: *sigh*
By hands on 4/3/07, Rating: -1
RE: *sigh*
By hands on 4/3/2007 11:06:30 AM , Rating: 1
I use Google services and apps as often as I use an OS, and they work very well with the OS that I use every single [work] day of my life. Oh, and the OS that I use every single [work] day of my life doesn't come from Microsoft.

Derrrr.


RE: *sigh*
By Tuan Nguyen on 4/2/2007 6:25:44 PM , Rating: 5
The reason why a company like Microsoft expands into so many markets is because they need to. In order to continue to group the company financially, they need to expand into new and emerging markets. Remember that they are there to satisfy their investors.

Since Microsoft stock is stagnant, sitting there with a value that is based mostly on remnants of its past, it isn't growing by traditional stock market means. Therefore a company like Microsoft has to start generating significantly more revenue by other means. Its core competencies no longer grow the company.

When you reach a plateau, you have to do something to grow -- and this is one of the few things that Microsoft is doing to try to overcome that plateau.


RE: *sigh*
By crystal clear on 4/3/2007 4:15:42 AM , Rating: 1
Microsoft has a history of missing the boat with when it comes to the web, investing a massive amount of time and resources to catch up and surpass Netscape in the browser market, and continuing to fumble behind Google and Yahoo in the search market. With the web moving to a more interactive model, it may be possible for Microsoft to fight its way back in the search engine and ad revenue space. With just under one-fifth of Google's current market share, Microsoft will have to take advantage of the fact that most of the revenue-generating advertising systems were created when web pages where static. If Microsoft can take capitalize on new, "dynamic" media and other interactive technologies, it stands a chance at closing the gap.

http://66.225.202.210/journals/microsoft.ars/2007/...


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