Google and Microsoft go toe-to-toe for DoubleClick
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Google and Microsoft are reportedly both bidding for online marketing agency DoubleClick.
Sources close to proceedings told the Wall Street Journal that Google may heave the edge in the bidding, as the final sale price is likely to exceed $2 billion (£1 billion).
DoubleClick, which acts as an intermediary between online publishers, advertising agencies and advertisers, is also said to be a target of Google and Microsoft's search engine rivals Yahoo! and Time Warner AOL.
San Francisco-based equity firm Hellman & Friedman currently owns the majority share of the business.
The Wall Street Journal suggested that the four-way battle reflects a growing concern over the power of Google.
The Mountain View-based firm, whose rankings are a key goal for many businesses' search engine optimisation, hosted more than 3.6 billion searches by internet users in the US, giving it a 55.8 per cent share of that market.
Last month, DoubleClick announced that it had acquired 100 per cent of Tangozebra, a leading digital marketing technology provider in Europe for advertisers and publishers.
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