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Guess Who Wants DoubleClick? Naturally, Google

Authored by Scott Goldberg on April 2, 2007 - 1:55pm.
DoubleClick LogoThe coveted always feel more relaxed when a second bidder wants their services.  DoubleClick, the online advertiser, is experiencing that today as the Wall Street Journal broke news that Google would like to buy the company.  And as bidding wars raise prices, the cost for DoubleClick appears to have risen over $2 billion.  The WSJ also reported that Yahoo and AOL have inquired.

“The bidding is part of a bigger battle as four of the biggest Internet players vie for the lucrative business of brokering online advertisements,” wrote the WSJ.

But does Google need DoubleClick, or is it simply removing competitors?  “Google may have a couple of reasons for wanting DoubleClick. First of all, it might simply be a move to shut out Microsoft, and prevent its competitor from getting any momentum in the online advertising space,” said Techdirt. "The other reason the deal might make sense to Google is that it's long been trying to diversify away from the simple text ads that make it the bulk of its money."

Whatever the case, the price might exceed the interest level of competitors.  Will someone emerge to drive the bidding even higher?  

Scott Goldberg

Related Links:
http://online.wsj.com/article/SB117548471485156579-email.html (WSJ)
Google And Microsoft In Battle For Onetime Advertising Darling (Techdirt)
tags: Deals | Internet | Marketing | Investing | Google | DoubleClick | Techdirt |



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