Some days back we reported that DoubleClick might be acquired by MSN. However, a report on Wall Street Journal states that Google has emerged as a strong contender in the race to acquire DoubleClick. The price of the acquisition is expected to go much beyond $2 billion now. The price hike may not be a good sign for MSN.
WSJ reports: Google Inc. has emerged along with Microsoft Corp. as a contender to buy DoubleClick Inc., presenting competition that stands to increase the final sale price of the online-advertising company, people familiar with the situation said.
Microsoft 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.
Yahoo! and and Time Warner AOL online unit also have talked to DoubleClick though it is unclear whether AOL is still in the race, WSJ reported.