DoubleClick didnt want Microsofts money?

It's heartening to know that money isn't everything when deals are on the table. Some interesting new discoveries have come out of the Google DoubleClick deal, and it seems as though Microsoft may have put more money on the table than Google did.

John Battelle discovered that Microsoft did offer to match the $3.1 billion that Google paid for the company, and was willing to pay more to ensure that Google did not get a stronghold on the online ad market. For some reason that private equity firm that owns a majority stake in DoubleClick decided to go with Google. Could it be because of it was a better cultural fit, reputation, or was it for the employees as Robert Scoble points out?

Just goes to show us that money isn't everything, and there are different priorities that have to be met when building or buying top notch properties.

Tags: business, buy, doubleclick, google, microsoft, search