Last night we noted a WSJ report about online ad serving giant DoubleClick being on the block again, and ita talks with Microsoft and others. Tonight a follow up story, also from WSJ, about how the deal will have good synergies for the software giant.
Though DoubleClick has gone through some rough patches, its revenue should be more than $300 million this year, the story says. . More important for Microsoft, DCLK brings expertise and experience that its lead competitors—Google and Yahoo—already have but that MSFT is only now just learning.
Following the WSJ story last night, in an eimail to customers yesterday, DoubleClick CEO David Rosenblatt didn’t confirm or deny company’s plans, the new story says. He wrote that the company is “continuously exploring ways to maximize our growth.” Also, DoubleClick maintains “an active dialogue with financial advisors regarding future growth strategies,” he wrote.
ClickZ: The deal could put DoubleClick in hot water with its publisher clients, including AOL, which would be loathe to let the company access user data flowing through DoubleClick’s DART ad serving system, and which compete directly with Microsoft’s MSN for ad dollars.