Google lusts after Doubleclick too

The WSJ reports today that sources told it Google was in the running along with the Vole, with the potential cost being a piffling $2 billion. The Journal says that Microsoft may up the ante to snatch up the online advertising firm.

Google's entree into the Doubliclick fray will make AOL grind its teeth in frustration, while Yahoo! is probably besides itself. If Google grabs Doubleclick it gives it even more power over the world of online advertising, something that publishers don't really want to see.

But all's fair online and Google has spare change aplenty to further squeeze its competitors and reduce Microsoft's Steve Ballmer to a hushed silence.

L'INQ
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