Google And Microsoft In Battle For Onetime Advertising Darling

from the double-double dept

Last week, rumors emerged that Microsoft was in talks to buy DoubleClick, one of the pioneers of online advertising. Obviously, DoubleClick is nowhere near as preeminent as it was during the bubble, but the company still does a lot of business, making it attractive to Microsoft, which is desperate to jump start its middling online advertising business. Now, according to the Wall Street Journal, Google is interested in the company, and has pushed the bidding to north of $2 billion. 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. Google has already showed a willingness to engage in this of aggressive tactic, as part of its motivation for pursuing deals with MySpace and AOL was to prevent Microsoft from getting at them. Even its acquisition of YouTube was done in part to prevent a competitor from snagging it. 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. It's done experiments with other methods, but so far nothing has been particularly successful. DoubleClick, of course, is primarily known for delivering banner ads, which remain quite common. Because DoubleClick is currently under the ownership of a private equity firm, it's hard to say how the bidding stacks up against its actual revenue and earnings, but it's clear that the big inernet giants are willing to battle aggressively for any remaining bits of territory online.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team


Reader Comments

Subscribe: RSS

View by: Time | Thread


  1. icon
    Quantum John (profile), 2 Apr 2007 @ 12:46pm

    9thxchange

    9thxchange uses DRM, so they have probably doomed themselves.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Make this the First Word or Last Word. No thanks. (get credits or sign in to see balance)    
  • Remember name/email/url (set a cookie)

Follow Techdirt
Sponsored Promotion
Public Money, Public Code - Sign The Open Letter at publiccode.eu
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.