DoubleClick: in play

DoubleClick, the New York-based Internet advertising network, is no YouTube: It is an unsexy, revenue-producing business run by grown-ups who keep a low profile. It may also be worth more than YouTube, which Google bought for $1.65 billion: Google, Microsoft and other Internet heavyweights are reportedly willing to pay more than $2 billion for DoubleClick.

If they do, will the purchase boost the fortunes of DoubleClick's competitors? Many of the YouTube also-rans thought the larger site's purchase would increase their value in the eyes of potential acquirers. That hasn't panned out.

The DoubleClick Effect - Forbes.com