DoubleClick Eyeing To Become eBay Of Online Ads

The New York Times is reporting that DoubleClick will actually be releasing their rumored platform for digital ad exchange between buyers and sellers. DoubleClick recently gained a lot of buzz because of talks of a possible Microsoft acquisition and then Google´s jump into the list of potential suitors. The new ad exchange platform will bring together web publishers and advertising buyers at a common market place where they could participate in the auctions for ad space.

The New York Times think that

“Whoever gets them can immediately turn into an ad exchange business overnight,�? said Dave Morgan, chief executive of Tacoda, an online advertising network. “Two billion dollars will not be a stretch for that.�?

DoubleClick´s client list includes AOL and MySpace and this is exactly the reason it is not a good match to Microsoft, because going with Microsoft will mean a potential lose of AOL, one of its largest client in which Google has 5% stake and major partnership. Yahoo on the other hand has bought a 20% stake for $40million in Right Media, a competitor of DoubleClick last October. Furthermore even though Yahoo has made a number of small acquisitions in the past year, it took Yahoo for ever to close a $1+ billion acquisition of facebook. Because of this many industry analysts predict that Yahoo does not have the cash or the stomach to make major acquisitions. Keeping in view the rumored price tag of DoubleClick, north of $2 billion, I will not be counting Yahoo in the list of suitors. This only leaves us with one strong competitor, Google.

In the light of all this it certainly looks to be yet another deliberate attempt to increase the valuation and generate buzz around the upcoming exit event for the company.

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