Is Google joining the DoubleClick race?

We already wrote that Microsoft entered into negotiations on the acquisition of advertising company DoubleClick Inc. . Already inflated, the estimated amount of the deal jumped even higher after publication in the Wall Street Journal (a subscription is required), which states that Google is conducting similar negotiations.

Imagine the possible benefits of such a purchase for the search giant is difficult. All the tools and technologies that DoubleClick has had have been successfully mastered by Google for a long time, and most of its customers already cooperate with Californians.

While for Microsoft, who is rumored to consider taking over very seriously, the lunge of Google creates a lot of trouble. The rising hype, as has happened before, is gradually becoming the main pricing factor that will allow the current owners of DoubleCLick, Hellman & Friedman to double pay for the billion they spent on its acquisition two years ago.
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As a result, analysts have a deep suspicion that information about Google’s interest is pure farce, donated to Microsoft’s money and with it as a fun object. But it seems that only the Redmond view and does not seem funny.