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Google joins race to buy DoubleClick Microsoft had already lodged its interest in the buying the company, along with Yahoo and AOL. Analysts are predicting the bidding war could drive the price up beyond the $2bn mark as the four main players in the market try to get their hands on the company which acts as a middleman between advertisers and online publishers. The New York company's Internet-based systems let advertisers deliver ads to websites and serve up ads for publishers when consumers view their pages. The bidding war is part of a bigger battle as four of the biggest Internet players square up for the lucrative business of brokering online advertisements and the contest reflects concern about the increasing power of Google according to reports in the Wall Street Journal. AOL is one of DoubleClick's biggest customers and apparently Time Warner's interest in the company is partly founded on protecting that relationship.
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