Google Inc. has emerged with Microsoft Corp. as a contender to buy online advertising company DoubleClick Inc., according to a media report Monday.
The competition between Google and Microsoft is likely to drive up DoubleClick’s price beyond $2 billion, The Wall Street Journal reported in ins online edition, citing unnamed people familiar with the situation. See Wall Street Journal story (subscription required).
Yahoo Inc. and Time Warner Inc.’s AOL online unit also have talked to DoubleClick which is majority-owned by San Francisco private-equity firm Hellman & Friedman though it is unclear whether AOL is still in the race, The Journal said.
I’m still puzzled as to what these folks see in DoubleClick, particularly at the premium prices being bandied about.