Microsoft to buy Doubleclick? Google yawns, hits copy
OK, so the WSJ is saying that Doubleclick might be on the block for 2 billion. No biggie, right?
Well, who do we all know with pockets deep enough to handle that purchase and still have change for parking? Microsoft.
Makes sense, sort of.
If Microsoft buys Doubleclick, they’ll be one of, if not THE, largest providers of ad serving services in the world - to say nothing of network opportunities. You’d htink this might make Google quiver a bit - right?
Nope - see, it appears they are planing (unofficially) to make a carbon copy of the Doubleclick system for themselves. No details have resolved around all this, but the possibilities are interesting.
OK, so back to the point. We have this MS + DC beast lurking about, massive in size and it’s about to do…what , exactly?
Serve ads? Cool - but where? Doesn’t matter, as something that size will create it’s own gravity.
But, will it slow G down? Likely not. The critical problem that Microsoft tends to have is that it does big business very well and it does some entry level stuff rather well, but really does nothing to focus on the bulk of the space - in the middle. So, companies stuck in the “mid-size” category find solace with Google’s offerings. Easy to use, robust, low-to-no cost - they’ve built their image on this stuff.
The other rather significant missing item in the puzzle for MS is market share. Google has it, MS wants it. Buying Doubleclick isn’t goign to make Microsoft any better at search, nor will it increase their market share in search.
It could have a positive impact on revenue, but if ever there was one company in history that wasn’t at a loss for funding, it’s Microsoft.
The whole thing is still an interesting idea…but I like the one where MS buys Yahoo better… 
