News of DoubleClick's intention to setup an auction exchange for display advertising is sweeping the market. With Google and Microsoft set to launch a bidding war to acquire the company, timing of the news is critical. No doubt this will escalate the competitiveness of the bidding between Google and Microsoft, and could have the beneficial side effect of pulling in others including Fox and IAC. Fox may have its hands full with their recent acquisition of SDC, the inventory optimization technology provider, leaving IAC as the only legitimate 3rd contender.
One thing is certain, Yahoo's investment in the display advertising exchange company Right Media is going to seem like a steal after this war is over. Whichever company loses will likely take a closer look at the exchange operated by former DoubleClick employees Michael Walrath and Bill Wise.
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