Google To Buy DoubleClick For $3 Billion

Posted: April 13, 2007 at 4:37 pm

Google (GOOG) will apparently buy huge ad serving firm DoubleClick for $3 billion.  The move would be a blow to Microsoft (MSFT) which has been trying to buy the firm to build up its presence in the online ad market. A purchase by Google would move it into the heart of the display advertising business. It currently dominates the market for search text ads.

BtoB recently wrote that "Getting into the advertising business in a bigger way is what Microsoft has to do to compete with Google," 

It is a deal the Microsoft could not afford to lose.

Douglas A. McIntyre

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