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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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The M.$. side of the story
By crystal clear on 4/3/2007 4:20:47 AM , Rating: 1
You read about Google now read this-

"Microsoft kicking the tires on DoubleClick"

Citing anonymous sources, the Wall Street Journal is reporting that Microsoft is in talks to acquire DoubleClick from the private equity firm Hellman & Friedman LLC. According to the WSJ report, DoubleClick hired Morgan Stanley to explore several possibilities, including a public stock offering and sale to other buyers. Hellman & Friedman stands to make a significant chunk of change if the sale price is the $2 billion reported by the Journal—they paid $1.1 billion when they acquired it in 2005.

This acquisition would give Microsoft a much-needed boost in the search engine revenue market, where Microsoft currently lags behind the industry behemoth Google as well as Yahoo in terms of both market share and generated revenue. Along with increasing Microsoft's market share in the advertising arena, DoubleClick would offer several technologies that would provide Microsoft's advertising customers with more insight into who is viewing their ads along with new ways of slicing their purchases.

"If they're going to pirate somebody, we want it to be us rather than somebody else." -- Microsoft Business Group President Jeff Raikes
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