It's no secret that Google has pulled far and away ahead of Yahoo and Microsoft in developing a viable online ad model.

That doesn't mean the latter two portals aren't trying, of course. Just as Yahoo recently dipped its toe in the mobile ad market, Microsoft could score big with a DoubleClick purchase, even as analysts balk at the latter's $2 billion purchase price.

While a deal of this magnitude would obviously help Microsoft throughout its Internet product line (as opposed to just on mobile), it would certainly bolster Microsoft's various mobile search products and MSN pages as well.

Microsoft/DoubleClick Deal Seems Likely; Analysts Question $2B Purchase Price [Online Media Daily]