Microsoft, Google, and Others Dueling Over DoubleClick? - Other Suitors and a Wedding Gift
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Though Yahoo has been mentioned as a possible DoubleClick buyer, it seems much less likely. A purchase by AOL and/or Time Warner seems more likely, since AOL is a major client of DoubleClick and Time Warner would want to safeguard that relationship. They won’t want DoubleClick’s data on AOL falling into the hands of either Google or Microsoft; and whatever other interests those two companies have in DoubleClick the data has to be a huge draw for both of them.
And DoubleClick just launched a new service that should make it even more attractive. It’s an advertising exchange that lets advertisers participate in auctions for online ad space. DoubleClick CEO David Rosenblatt explained that the new system will link its buyers and sellers for the first time. Advertisers will be able to see information about what competitors bid for particular ads, rather like eBay. Meanwhile, online publishers can use the system to make sure they sell their ad space at the highest possible price.
There is a real demand for this kind of service, and it’s something that hardly anyone is doing right now. Right Media has such a service; Yahoo paid $40 million for a 20 percent stake in the company last year. All of a sudden, DoubleClick’s $2 billion asking price may look like a bargain. Dave Morgan, chairman of online advertising network Tacoda, talked about the potential rewards for DoubleClick’s purchaser. “Whoever gets them can immediately turn into an ad exchange business overnight. Two billion dollars will not be a stretch for that.”
Whoever ends up with DoubleClick will clearly gain an advantage. How well they leverage it could make a difference in the field for years to come.
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