Microsoft to buy online ad agency?

As an increasing number of games companies look to make a move into the online ad space, rumours are gathering pace that Xbox 360 platform holder Microsoft is readying a £1 billion move for DoubleClick.

Marketing Week reports that DoubleClick specialises in both monitoring and creating online advertising. The firm is owned by Hellman & Friedman, and earlier this month acquired rival ad agency Tangozebra from Media Square for £15 million.

DoubleClick’s sales reached more than £75 million in 2006, though some have questioned the proposed £1 billion price tag.