Google and Microsoft to face more advertising competition

Israeli start-up Eyeblaster announced that it has filed a prospectus for an IPO, and though not in the filing, it is believed that it is looking to raise an amount north of $100 million. Eyeblaster operates in the field of online advertising, developing technologies to manage online campaigns.

This is a space that saw seen some big acquisitions recently. Microsoft (NASDAQ: MSFT) bought aQuantive for around $6 billion, and Google (NASDAQ: GOOG), bought DoubleClick for over $3 billion. Eyeblaster has some big customers, two of them are particularly interesting. Both Yahoo (NASDAQ: YHOO) and Time Warner (NYSE: TWX)'s AOL are customers as well as players in this space.

With online advertising growth rates slowing, there is a big need to optimize marketing campaigns, and that is why we have seen consolidation in the industry. Everyone is gunning to take market share from Google and Microsoft. The planned Eyeblaster IPO will raise the stakes even higher, as it will use the money raised to continue to grow both its business and its product suite. If Eyeblaster succeeds, don't be surprised to see an AOL or Yahoo acquisition of Eyeblaster in the near future.

Aaron Katsman is the lead Portfolio Manager and Managing Director of America Israel Investment Associates, LLC. and Senior Editor of IsraelNewsletter.com. DISCLOSURE: Writer's fund has no position in any stock mentioned, as of 3/12/08.