The Wall Street Journal reports that privately held DoubleClick is being shopped around and that active discussions are taking place with Microsoft. Heck, why not? Microsoft seems enamored of the more antique ways to sell Web advertising, so why not collect one of the dotcom era banner ad high flyers now sadly reduced in stature?
Snarking aside, it’s not really clear why Microsoft needs DoubleClick since flogging banner ads seems to already be their core Web advertising competence. Moreover, Microsoft loves touting the quality viewers at MSN websites while DoubleClick places ads with a number of publishers including AOL. Add to this the rumored financials and it doesn’t seem like much of a deal.
I suppose it is also worth noting that the folks at Google apparently like antiques too as Miguel Helft reports in a NY Time’s survey of Google’s fledgling radio and TV ad efforts. Yes, there’s still money on the old media table, but it’s less important every year as illustrated from today’s BBC report that in 2006 for the first time, Internet ad sales passed newspaper ad sales in the UK and are gaining rapidly on the TV market.