Crunching the Cookie

Wolfe, Sean
April 2007
Red Herring;4/30/2007, Vol. 4 Issue 16, p12
Trade Publication
The article reports on the acquisition of New York City-based advertising network DoubleClick by Internet search engine Google. Despite the potential power of DoubleClick's voluminous cache of cookies, Google most likely had no idea what was in the cookie jar when it bid on DoubleClick, says Brian Farrar, managing director at Innovation Advisors, a Chicago-based technology investment banking firm. Instead, the $3.1-billion price tag was likely the function of the bidding war with Microsoft, and possibly others.


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