Advertising - Monday, April 2, 2007
GOOG Joins Doubleclick Chase. Is Ad Exchange Secret Sauce?
The Wall Street Journal is reporting that Google is now interested in buying Doubleclick which would likely ad to the changes that Doubleclick's private equity owners will get more than the $2B amount that was floated last week.
In addition to interest in Doubleclick's traditional business - its ad server - could Microsoft and Google also be gunning for a DoubleClick skunk works project? For some months there have been rumors that DoubleClick has developed a competitive platform to the online ad exchange Right Media (a VC-backed company that Yahoo! recently took a stake in.) See sample rumor here here
If indeed there is a project underway, it is pre-launch so there would be no revenues for either Microsoft or Google but we imagine it would be an interesting avenue for both companies to participate in a potential growth sector in online advertising.
Read - Google joins race to buy DoubleClick: report (Marketwatch)
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