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March 29, 2007

Microsoft eyeing DoubleClick?

Posted by David Hunter at 5:32 PM ET.

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.

Filed under AOL, Acquisitions, Advertising, Coopetition, DoubleClick, General Business, MSN, adCenter

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2 Responses to “Microsoft eyeing DoubleClick?”

  1. Google and Microsoft in DoubleClick duel? -- Microsoft News Tracker Says:

    [...] The list of rumored suitors for banner ad server DoubleClick has grown beyond Microsoft according to a report at MarketWatch: Google Inc. has emerged with Microsoft Corp. as a contender to buy online advertising company DoubleClick Inc., according to a media report Monday. [...]

  2. Google beats Microsoft in DoubleClick bidding battle -- Microsoft News Tracker Says:

    [...] I’ve previously stated my opinion that DoubleClick was merely a relict from the last Web bubble since its expertise is in banner ads. That doesn’t mean they are in a bad business, just one past its prime although it is one that seems to appeal to Microsoft’s advertising predilections. That may be one of the reasons Google got out its wallet as Louise Story and Miguel Helft report at the NY Times: The sale brings to an end weeks of a bidding battle between Microsoft and Google. Microsoft has been trying to catch Google in the online advertising business, and the loss of DoubleClick would be a a major setback. [...]

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