Rumours are hotting up that Microsoft is lining up to buy online advertising company DoubleClick, which is looking to be snapped up for around $2bn (£1bn).
DoubleClick creates and monitors online advertising campaigns and aims to help boost effectiveness. If Microsoft were to buy the online agency, it would bolster its ad offering in its battle against rival search giant Google.
DoubleClick is owned by Hellman & Friedman and has been in talks with various interested parties. It more than £75m million in sales in 2006. Opinion is divided as to whether the acquisition would in fact benefit Microsoft and as the whether the price tag is too high.
Earlier this month, Media Square sold its online advertising business Tangozebra to DoubleCick for £15m.