Google to buy Doubleclick

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Recently Microsoft and Google expressed their interest to buy DoubleClick , one of the bigger - or maybe the biggest - CPM networks around.

It looks like there is a big war going on regarding the online advertising, and Microsoft realized that it is too late to start their own program. By now I know that MS created their adsense alternative (which is very new and can't say much about) and that they partnered with Yahoo regarding this market.

With this new acquisition MS is probably trying to get themselves in the game faster, and the interesting is that Google don't want to let this happen. I think this is the first time that MS and Google fight open so I guess this acquisition is also a matter of pride for both of these companies.

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