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Microsoft pipped at post by Google for online advertising firm
Microsoft had matched Google's huge $3.1 billion bid for online advertising company DoubleClick, according to the Times.
Google paid the vast sum to acquire DoubleClick as it looked to get a hold on display advertising and challenge the likes of Yahoo in this marketplace.
However, a source told the Times that Microsoft had also been prepared to pay more than $3 billion for DoubleClick, the largest independent broker of online display ads.
This was despite the fact that Microsoft spokesman Don Dodge had previously said that a much smaller sum of $2 billion would be far too much for the firm.
However, the deal will greatly expand Google's already massive influence in online advertising. It is already the largest player in terms of search ads, where links to company websites are provided with a snippet of text next to relevant content.
Display ads are those that contain more pictures and logos, with a clickable link to the relevant site.
To make the most out of your own website, use Direct Link Ads.
Online Advertising news posted on 18 April 2007
