By now you've probably heard the rumors circulating about the possibility of a Microsoft acquisition of DoubleClick.  I see that working out really well.  And I was going to write it all up… until I came across this article at SeekingAlpha:

DoubleClick, which serves ads and tracks them, would bolster Microsoft's Adcenter, which is lagging behind both Google (GOOG) and Yahoo (YHOO). With DoubleClick, Microsoft would have a suite of advertising services and software. And we all know how Microsoft just loves suites.

DoubleClick would give Microsoft a big chunk of the online advertising market. Redmond's biggest worry is that the software industry will move to ad-supported applications and leave it in the dust. With DoubleClick, Microsoft would at least capture some chunk of the online advertising market.

DoubleClick would bolster Microsoft's management ranks. Why is Microsoft so far behind in online advertising? It doesn't have the expertise that Google and Yahoo have. DoubleClick could change that a bit–assuming managers stayed with Microsoft of course.

DoubleClick needs a partner. The Journal is reporting that Google will announce a DoubleClick-ish service in upcoming weeks. If you're DoubleClick and that oncoming train is Google why wouldn't you find a big brother like Microsoft?

I couldn't have said it any better myself.  I think DoubleClick would be another good step for Microsoft to take if it wants to stay ahead of the game.

- Matt