According to sources, DoubleClick has hired investment bank Morgan Stanley to “help sound out its options.” Among the options is a possible stock market listing.
DoubleClick offers advertisers and publishers delivery, management, and online measurement services. Citing an unnamed source, the WSJ said, “More than $100 million (of DoubleClick’s revenue last year) came from serving ads for publishers to their Web pages and delivering the ads to be served on behalf of advertisers.”
The UK-based news service The Register questioned the deal, saying, “But what's in it for Microsoft? Surely the company could find a cheaper way to build or buy some ad-serving software. And paying $2bn to replace Atlas GMT, Microsoft's current ad-serving software of choice, for an inhouse service looks somewhat eccentric."
http://tinyurl.com/2m5tnj (WSJ)http://www.theregister.co.uk/2007/03/28/microsoft_double_click/ (The Register)