CNET: Rebounding Web advertisers proceed carefully

Analysts eyed both DoubleClick and aQuantive to handicap the stock prospects of the two in the ongoing online ad boom. The financial analysts worry that both may suffer growing pains in the boom-bust-boom media environment. Some worry in particular that aQuantive - with its agency properties - remains especially vulnerable to staffing distortion.

But DoubleClick is no longer the media giant it once was. It sold off its vast media network during the bust, and remains but the software shell of its former self. This makes for more predictable and controllable revenues, but may allow more volatile companies, like aQuantive, to gain share during boom phases.