Microsoft to buy DoubleClick

Posted on Saturday, Mar 31 2007 @ 18:06 CEST by Thomas De Maesschalck
A report from the Wall Street Journal says Microsoft is planning to acquire online advertising firm DoubleClick.
DoubleClick, which is majority-owned by private equity firm Hellman and Friedman, is said to be exploring options and working closely with Morgan Stanley to secure a possible sale with Microsoft.

A $2bn price tag has been placed on DoubleClick by the private equity firm. DoubleClick, which was founded in 1996 and went private in 2005, has seen revenue of $150m in the last year.

But what's in it for Microsoft? Surely the company could find a cheaper way to build or buy some ad-serving software. And paying $2bn to replace Atlas GMT, Microsoft's current ad-serving software of choice, for an inhouse service looks somewhat eccentric.


About the Author

Thomas De Maesschalck

Thomas has been messing with computer since early childhood and firmly believes the Internet is the best thing since sliced bread. Enjoys playing with new tech, is fascinated by science, and passionate about financial markets. When not behind a computer, he can be found with running shoes on or lifting heavy weights in the weight room.



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