Both Microsoft and Google bid for DoubleClick

Microsoft now has some competition in their bid for online advertising firm DoubleClick. With Google reportedly in the picture, the final cost of the ad server could go through the roof.

by Kristina Knight

According to an CNET, when Google entered the fray this week the potential price for DoubleClick grew to more than $2 billion. AOL, part of the Time Warner network, was also reportedly in the buyout talks, though it is unknown if they are still in the mix.

In 2005, Hellman & Friedman, a private equity firm, bought DoubleClick for a $1.1 billion pricetag. It is still uncertain whether DoubleClick will be sold. Other options for the company include a stock offering.

Late last year, DoubleClick launched the Dart Sales Manager, an ad server giving advertisers more control of advertising campaigns. From one platform, advertisers can create ads and campaigns, track campaign metrics and make changes to campaigns. The launch helped to give the company a higher profile; since, several other ad-serving platforms have launched similar programs. According to the company, DoubleClick serves up more than 8 billion ads each day.

In addition to serving ads, company researchers track Web 2.0 offerings such as online video, online research and shopping habits and other information crucial to advertisers. By knowing what users do online, advertisers can better predict where ads will garner the most attention and conversions.