• Forbes, Friday, April 6, 2007 11:30 AM

DoubleClick is no YouTube. Rather, "It is an unsexy, revenue-producing business run by grown-ups who keep a low profile." Indeed, DoubleClick does unsexy behind-the-scenes work for advertisers and publishers, delivering and managing ads -- but it's likely worth more than the $1.65 billion Google paid for YouTube in November. Various reports have pegged the New York-based firm's valuation at more than $2 billion.

What does this mean for DoubleClick's competitors? Forbes says a DoubleClick sale could boost their value in the eyes of potential acquirers. "DoubleClick has set a benchmark," says Gurbaksh Chahal, co-founder and CEO of the privately owned ad network Blue Lithium. "It validates our need in the marketplace."

Other potential ad network acquisition targets include ValueClick, whose market capitalization is $2.77 billion, Right Media, which operates an ad exchange similar to the one announced by DoubleClick yesterday, 24/7 Real Media and aQuantive, owner of the ad-serving firm AtlasDMT.

Meanwhile, Google and Microsoft are the front runners to acquire Hellman & Friedman's DoubleClick, although Google may decide to build its own open copycat network. With DoubleClick, the search giant could considerably expand its ad network, while enhancing its existing display and ad management options for advertisers. Microsoft would also benefit from expanding its (much smaller) network, but the company needs to do something to give its online ad revenues a shot in the arm.

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