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DoubleClick reportedly in talks to buy Real Media

Published on .

New York--DoubleClick Inc. is in talks to buy Real Media Inc., an online ad company, according to published reports. The deal would be a boon for DoubleClick, which would not only gain Real Media's OpenAdStream software, but also Real Media's coveted b-to-b client base, which includes Bloomberg L.L.P. and Forbes Inc. Real Media is a unit of advertising giant PubliGroupe Ltd.
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