roscoetoon writes to tell us Bloomberg is reporting that Microsoft is in talks to buy DoubleClick. Seen as a move to compete against the Google advertising engine Double Click owners Hellman & Friedman are seeking a $2 billion payday. "The purchase would give Microsoft tools to battle Google Inc. for ads that appear on Web sites. DoubleClick works with advertisers to create online campaigns, such as streaming video clips to promote New Line Cinema's movie "The Number 23." The New York-based company's Dart technology monitors the performance of Internet ads for marketing companies."
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