Microsoft wants ad company DoubleClick?

Posted Mar 31, 2007 at 7:48AM EST by QJ Staff

Listed in: Xbox 360, PC Gaming Tags: General Motors, Google, Microsoft, Motorola, Nike

Microsoft wants to buy DoubleClick? - Image 1

Fine, Microsoft doesn't want to buy Take-Two Interactive. But have you ever wondered what big MS really wants? Well, judging from its actions, it seems that the company is into advertisements these days.

Almost one year ago, it can be remembered that Microsoft acquired the in-game ads company Massive Inc., and now, there are a lot of rumors going around saying that Microsoft has set its eyes on another online advertising company, DoubleClick. Some of its clients include General Motors, Coca-Cola, Motorola, L'Oreal, Palm, Visa USA, Nike, and Carlsberg among many others.

For those who may not be familiar with the name, DoubleClick was just founded last year and its total amount of sales was somewhere around Â£75 million (US$ 147.62 million). We haven't heard any feedback about this company's performance and strategies, but it may be safe to assume that they're doing well enough to catch the eye of a giant like Microsoft.

The rumors also added that if the acquisition pushes through, it will cost MS a hefty sum of US$ 2 billion. Now, they must REALLY want that company.

Via Marketing Week

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i work in the online advertising sales field and am well familiar with doubleclick and their busniess practices. amoung other things, companies pay doubleclick to track advertising statistics (impressions, clicks, uniques, etc). doubleclick however is notorious for reporting impression statistics that fall usually between 15%-25% less than what publisher's tracking data reports (even when the publishers tracking practices are certified/verified by regulatory bodies such as the IAAA). advertisers know that by using doubleclick to track statistics comapred to publishers, they can easliy get rebates and kick backs ("make-goods") from the publishers, and once this discrpency is accounted for, doubleclick will assuredily lose revenue. IMHO this would be a huge mistake for MS to get involved with what is frankly a shaky and shady busniess model.

# well... — Guest 2007-03-31 10:18

http://en.wikipedia.org/wiki/DoubleClick

# MS knows how to be shady... — Guest 2007-03-31 11:36

If MS wanted they would completely revamp the company - but usually when MS acquires another business it is for the contracts they hold - not the employees or current business models.

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Microsoft wants ad company DoubleClick?

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