Microsoft eyes $2bn deal to buy DoubleClick

by Alex Donohue, Brand Republic 28-Mar-07, 09:10

LONDON - Microsoft is one of the buyers being tipped to buy online ad firm DoubleClick, which has been put up for sale by its owners.

The company, which has been majority owned by San Francisco-based private equity company Hellman & Friedman since 2005, has appointed investment bank Morgan Stanley to oversee the sale of the business, which is valued upwards of $2bn (£1bn).

DoubleClick was acquired by Hellman & Friedman for around $1.1bn, but it is expected the company could fetch more than double that price once a sale is agreed.

Last year, it reported around $150m in revenues, of which two-thirds was generated from servicing ads through its online business.

Microsoft has been interested in expanding its internet ad business, having invested heavily in online revenue generation in the last 12 months. DoubleClick would be viewed as a shrewd acquisition, but Microsoft has so far declined to comment on its interest.

Earlier this month, DoubleClick acquired Tangozebra, the digital technology media agency, for £15m from Media Square, which it said would boost its brand survey measurement business.