Doubleclick in talks to buy up Real Media

NEWS Internet advertising company Doubleclick is reported to be in takeover talks with rival firm Real Media. Doubleclick is negotiating with Real Media and its parent company, Swiss advertising giant PubliGroup, to buy Real Media's online advertising software, according to US reports. The deal could be completed by the end of the week, although a spokeswoman at Doubleclick's London office refused to comment. Such a deal would place Doubleclick in a strong position with its closest rival 24/7 Media already bowing out of the market. Real Media has been struggling recently despite abandoning its loss-making media business to focus on technology sales. Real Media was not available for comment.