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Alarm Clock is reporting via Wall Street Journal that Google has also joined in the list of bidders interested in buying DoubleClick. This move will definitely increase the price tag of DoubleClick so is great news for its private equity owners. The rumored price tag before this news was around $2 billion.

Google is rumored to be targeting DoubleClick for several reasons including its traditional business, its client base and its rumored skunk works project. DoubleClick´s client base includes AOL, MySpace and About.com amongst many others. Furthermore for several months rumors are afloat that DoubleClick has developed a competitive platform to Right Media (a VC backed company in which Yahoo recently got a 20% stake for $45 million).

We at this moment dont know for sure if there is or is not one such platform under development, but even if there is one, Google is surely not eyeing for both the Customer base and the platform. I personally think that DoubleClick would be better off in bed with Google because in case of a Microsoft acquisition its largest client AOL might depart (since Google has major partnership and a 5% stake in AOL). The price tag easily takes Yahoo off the table because if it could have afforded such a hefty amount it would have easily bought out Facebook.

Read - Google joins race to buy DoubleClick: report (Marketwatch)

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