along with Microsoft Corp. (Nasdaq:MSFT - news) 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 in The Wall Street Journal.
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Microsoft has appeared less likely to win the bidding as the potential
price for the company surpassed $2 billion, people familiar with the
situation said in the Journal.
Yahoo Inc. (Nasdaq:YHOO - news) and Time Warner Inc.'s (NYSE:TWX -
news) AOL online unit also have talked to DoubleClick -- which is
majority-owned by San Francisco private-equity firm Hellman & Friedman
-- though it is unclear whether AOL is still in the race, these people
said in the Journal.
DoubleClick is using investment bank Morgan Stanley to help explore
its options, including a possible stock market listing, the Journal
reported last week. Hellman & Freidman has reportedly set a price tag
of at least $2 billion for the advertising company.
Such a price tag could amount to a hefty return for the private equity
firm, which took DoubleClick private in mid-2005 in a deal worth $1.1
billion.
Representatives from Google were not immediately available for comment.
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