NEW YORK: Online advertising firm Double Click, reportedly in sale talks with Microsoft [WARC News: 29-Mar-O6], has now attracted the attention of web search titan Google.

It is rumoured that Yahoo and AOL are also in negotiation for the $2 billion-plus (€1.49bn; £1.01bn) deal. The victor could be declared as early as this week, but all parties remain zip-lipped.

Double Click, currently majority-owned by San Francisco private-equity firm Hellman & Friedman, delivers and measures online advertising, business which reportedly brought in around $150 million in revenue last year.

Data sourced from Wall Street Journal Online; additional content by WARC staff