Online media consolidating ; DoubleClick leads way toward a realigned industry.(Brief Article)

Advertising Age, October, 2001 by Taylor, Catharine P.

The consolidation of online media sales and technology firms is finally picking up steam.

As has long been expected, industry kingpin DoubleClick has emerged as one of the chief consolidators, last week picking up the technology assets of competitor L90. As of late last week, the company was said to be in negotiations to also buy the technology business of another competitor, PubliGroupe's Real Media. However, at press time executives familiar with the deal said the planned acquisition may fall apart over price, with Real Media executives looking for DoubleClick to pay more in light of the completed L90 deal. DoubleClick executives were mum about the Real Media deal. Whatever the outcome, DoubleClick, with more than $800 million in cash and cash equivalents as...

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