DoubleClick/Performics Shopping

Rumors are circulating that DoubleClick is up for grabs and Microsoft might be interested. The price tag is $2.5 Billion (Microsoft rarelyl buys anything more than $1 Billion). If the rumor is true then the DoubleClick acquisition by Microsoft will represent a key piece in the dinosaur's battle against Google.

DoubleClick is the owner of Performics the largest search marketing company in terms of revenue. A big share of their business is with Google. The acquisition would make more sense for Google, which has a lock on search ad dollars to expand its on-line display ad business.

Here is why I think that the deal will not happen;
1) Microsoft does not have the traffic to channel the ad inventory.
2) Microsoft has no experience in the online ad industry and it is clueless when it comes to operating one.