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.
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.