Microsoft to buy ad firm
Microsoft Corp. is in talks to buy DoubleClick Inc., the Internet advertising company owned by private-equity firm Hellman & Friedman LLC, The Wall Street Journal reported Wednesday, citing unidentified people familiar with the situation.DoubleClick hired Morgan Stanley to explore its options, including a possible stock-market listing, the Journal said, citing the people, who indicated there are other potential suitors. Hellman & Friedman is seeking at least $2 billion, almost double the $1.1 billion it paid for the New York-based company in 2005, the newspaper said.
The purchase would give Microsoft tools to battle Google Inc. for ads that appear on Web sites. DoubleClick works with advertisers to create online campaigns, such as streaming video clips to promote New Line Cinema’s movie “The Number 23.â€
Bloomberg News