April 03, 2007 | Tuesday

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Doubleclick Deal Part II

By Jon Myers, Director Of Search in Search Engines |Google |Yahoo |Microsoft |Search Technology

As I talked about last week, Doubleclick is for sale and Microsoft was thought to be the leader in the race to buy the advertising company.

Now there are reports (originally from the WSJ but it’s subscriber-only) that Google has joined the fray, and may be the leader with a bid up over $2 billion dollars. This makes for and interesting scenario that Google sees the purchase of DoubleClick as a threat that could lead to bigger things.

When you start to analyse the position it has to be noted that AOL is one of Doubleclicks biggest clients. there is also an interesting article in the press at the minute that talks about how the purchase of Doubleclick alone is no threat to Google as it would at worst be revenue losses of $120 million per annum.

But if Microsoft was to purchase Yahoo + Doubleclick this would be a major threat. What are the chances of this happening though? And to throw a further scenario into the mix there are rumours of Google building their own Ad Serving platform, will it be called ‘GoogleClick’?