Affiliate advertising and reporting platform provider, DoubleClick is supposedly up for sale with the who’s who of search bidding on it.
Google is supposed to have joined the bidding war for DoubleClick, hot on the heels of Microsoft, Yahoo! and AOL.
DART is the ad serving platform and Performics is the search and affiliate marketing platform of the company, which is quite popular with naive advertisers and notorious among those that understand marketing. Underhand sales tactics, non-original technology and a big bank account backing them have been the main vehicles to their success.
$2 Billion is the rumoured price tag attached to the acquisition, and one has to ask, is Google really so hungry for content networks that it will buy just about anything that’s up for grabs?