A few days ago there was a rumour that Microsoft may buy DoubleClick and now media are reporting Google is also considering to buy this online advertising giant. Besides Google and Microsoft, AOL and Yahoo are also interested in this ad firm.
Google is said to be considering to acquire DoubleClick for $2 billion:
With online games being released on consoles on an increasing basis, this also would make it easier for Google to approach console developers. Gamers have voiced their opinions about in-game advertising before and indicated that they were displeased with the movement, saying it detracts from the "reality" of the game.
Analysts are expecting the selling price for DoubleClick to reach as high as $2 billion USD with Google in the talks. Industry insiders indicated that Google is still developing its own advertising services, but said that Google would not stand to let Microsoft take over control of one of the oldest and widely used advertising firms.