We reported last week that industry speculation has Microsoft as the rumored buyers of DoubleClick, the Internet advertising powerhouse. DoubleClick would fit extremely well into the Microsoft adCenter expansion model.
However, it looks like Google has entered the picture and are serious about acquiring the company. DoubleClick would bring its potential new owner the leverage of becoming the distributor and middle man broker of DoubleClick’s advertisers.
Yahoo, AOL, Microsoft and Google are now bidding on the company and the Wall Street Journal reports that the bidding is escalating the price of DoubeClick to above $2 Billion.
GMicrosoft has appeared less likely to win the bidding as the potential price for the company surpassed $2 billion, according to the people familiar with the situation. But it is possible that Microsoft will counter.