DoubleClick announced it is ditching its own web metrics product, SiteAdvance and starting to resell that of Omniture: SiteCatalyst. SiteAdvance will be completely discontinued, with customers given the option of migrating to SiteCatalyst. A DoubleClick spokesman told MarketingVOX that this move is completely unrelated to the company's recent hiring of an investment bank to seek suitors for certain divisions, or quite possibly the whole company. Most employees in the SiteAdvance division will be repurposed into other departments, although there will be some layoffs.

The announcement that DoubleClick was seeking some sort of transaction sent shivers throughout the online ad industry, causing many competitors in various categories to cast about for potential partners in what has been perceived as an oncoming consolidation.

DoubleClick employees have been privately expressing unease in this period when they cannot be sure their divisions will remain in their current homes.