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Google, Microsoft, and DoubleClick

Mused last week on why Google wants a DoubleClick-like platform, and why they'd likely charge much less than current rates (perhaps even free). Today, WSJ is reporting Google might outbid MSFT for DoubleClick itself. WSJ article (via MoneyWeb):
Google joins race to buy DoubleClick Google Inc. has emerged along with Microsoft Corp. as a contender to buy DoubleClick Inc., presenting competition that stands to increase the final sale price of the online-advertising company, people familiar with the situation said. Microsoft has appeared less likely to win the bidding as the potential price for the company surpassed $2 billion, according to the people familiar with the situation. But it is possible that Microsoft will counter.
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