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March 7, 2008

Google, Microsoft Said To Be Preparing Bids For Digg

Michael Arrington

108 comments »

Update: Digg CEO Jay Adelson is calling this post “completely inaccurate.” Lets see how this plays out…My source, which as I said is very, very good, sticks with the story. Digg may have had an angry Microsoft and Google on its hands this morning after this post, leading Jay to comment on this where they usually wouldn’t. Jay certainly wouldn’t say anything untrue in his post, but there’s a lot he isn’t saying in that post, too. See here and here for more thoughts on this.

User-generated news site Digg has been working with influential investment bank Allen & Co. (the ones that recently got Slide a half billion dollar valuation) for a few months now, and pitching big tech and media companies on a sale.

And despite a number of false starts, this time a sale looks like it might actually happen, and soon. We hear from a source very close to the deal that four companies are in heavy due diligence with Digg - two media/news companies, and two big Internet companies - Google and Microsoft. And Google and Microsoft are on the verge of making their bids.

Digg is prepared to take less than the $300 million Allen & Co. were floating late last year. Google, our source says, will likely bid $200-$225 million, which Digg would likely accept.

Microsoft is looking at a somewhat lower price. That makes sense, since most of Digg’s revenue today comes from a three year advertising deal that Digg signed with Microsoft last year. That deal has revenue guarantees - and Microsoft may be hesitant to value Digg based on revenue that they supply.

Any sale is likely to give Microsoft an option to terminate that advertising deal, which means Google isn’t valuing Digg based on revenue, either. But it is a big slap in the face to Microsoft to steal Digg away, and Google can certainly generate revenue on all those page views.

More as this develops, but we may be looking at a bidding war between Microsoft and Google over Digg. Plus any late comers to the table.

Digg was founded in late 2004 and has raised $11.3 million in funding.

CrunchBase Information
Digg
Kevin Rose
Information provided by CrunchBase
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This entry was posted on Friday, March 7th, 2008 at 12:20 am and is filed under Company & Product Profiles. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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Comments

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  1. Peter Harrington

    March 7th, 2008 at 12:24 am

    I’d like to see microsoft get them, much to many digg users dismay. I really don’t want to see google run the internet, the already have a very strong grasp on search I don’t want to see that extend to social news. I’d much rather have a very competitive social news market where innovation can lead to market leaders

  2. Uzair

    March 7th, 2008 at 12:30 am

    At last I am happy that Digg will be in the hands of more serious people. Kevin Rose has made fun of Digg and we Diggers.

  3. hereIambaby

    March 7th, 2008 at 12:30 am

    Maybe Google can get them. It is a fast growing company and it is more promissing. I got this idea from the my friends on blackcentury.c om, which is a niche dating service for whites and blacks. They discussed this on their forums and blogs.

  4. lawrence

    March 7th, 2008 at 12:38 am

    smart decision on kevin’s part to sell;
    only then he’ll be considered a dot com success once he successfully cashes out

  5. Lu

    March 7th, 2008 at 12:41 am

    I’d rather see Microsoft doing the deal. Then going for yahoo, facebook, linkedin, technorati, popurls and the interwebs is theirs, again.

  6. Hyder

    March 7th, 2008 at 12:45 am

    I’m in two minds here - If Google buys them we don’t get to see those annoying flash and animated ads served from Microsoft anymore.

    But then Google and Doublelclick are just closing in so the ads may be back anyway.

    In either case, the users will install Adblock! So it doesn’t really matter who buys them.

  7. Digidave

    March 7th, 2008 at 12:47 am

    Arrington - I love this blog, but I can’t stand when you attribute things like this “We hear from a source very close to the deal…”

    To me that sounds like: You heard from your roomates, cousin who works at a video store with Kevin Rose’s ex-girlfriend.

    Again: I think you rock, but considering the false starts in the past — how am I supposed to approach this post?

  8. Boring Market

    March 7th, 2008 at 12:47 am

    Is it just me or has it always been Google vs. Microsoft? Microsoft and Yahoo! are always bunched together while Google and Apple on the other side. Maybe its just me.

  9. Dilmah

    March 7th, 2008 at 12:51 am

    There has not been any new features or upgrades on Digg for ages, which would signal that the owner is getting bored with the site - a sure sign that it’s time to sell.

    The timing isn’t the best for optimal cashing-out valuation though.

  10. Julian Baldwin

    March 7th, 2008 at 12:57 am

    How much growth do you think Digg has.. I mean it’s quite operable in it’s simple and easy-to-use manner. Does it really need an Internet giant to further it along?

  11. dz

    March 7th, 2008 at 12:58 am

    Id like to know where any of this advertising revenue actually comes from. If you’ve ever been to digg you know the ads served are atrocious and ive seen several posts slamming the ads make it to the front page. who clicks that shit?

  12. John

    March 7th, 2008 at 1:03 am

    Great job on Charlie Rose. Just watched the interview. Well done.

  13. Darren Stuart

    March 7th, 2008 at 1:04 am

    it looks like a 1 trick pony and as soon as you buy it for the value you will lose most of the staff as they follow rose to what ever he does next. Prowce isn’t going to be another digg.

  14. Peter Harrington

    March 7th, 2008 at 1:04 am

    When Federated Media was running the ads on digg it was CPM, so the CTR wasn’t that important as long as there were enough advertisers lined up. I’m not sure if this is how it still works with microsoft.

    At a 20x buyout price I’m sure the VC’s (not sure who backed them) are looking quiet happily at this.

  15. Michael Arrington

    March 7th, 2008 at 1:11 am

    Digidave - I hear you. The language is sort of code to say what kind of source it is and nothing more, and i agree it sounds lame. As to the likelihood of the story being true, it depends on the source. In this case it is a very good source indeed, with direct knowledge. Of course, a source could always be lying, too.

    I think the key thing here is that there is interest from google and microsoft, and it seems likely one of them will place a bid shortly. Things will go from there.

  16. Kin Lane

    March 7th, 2008 at 1:12 am

    Lots of consolidation going on.

    Good to see. Seems like a solid buy for whoever gets Digg. Maybe a little unwieldy, but will pay off.

    Nice job on Charlie Rose, Michael.

    I enjoyed your coverage of the top tech issues globally.

    Great show.

  17. Michael Arrington

    March 7th, 2008 at 1:12 am

    Peter Harrington - I believe the Digg/MS deal is a guaranteed CPM based on page views, but this was never confirmed by the company as far as I know. It would be consistent with other deals, like Google/Myspace.

  18. Michael Arrington

    March 7th, 2008 at 1:13 am

    Darren - it may be a one trick pony, but it’s one hell of a trick.

  19. fmo

    March 7th, 2008 at 1:18 am

    what will happen to diggnation! rose cant live without those stuff!

  20. Paul

    March 7th, 2008 at 1:20 am

    Good for them, but Diggers will complain either way - there’s no pleasing them (or anyone else in the industry, it seems).

  21. Yakov

    March 7th, 2008 at 1:24 am

    It would be good to know a value per real user of Digg site if that deal ever happened

  22. Peter Harrington

    March 7th, 2008 at 1:25 am

    Diggnation will likely keep going, since it is was on the huge traffic drivers for revision3, which kevin rose will still be apart of.

  23. Alex

    March 7th, 2008 at 1:27 am

    I really don’t like Kevin Rose. He’s annoying.

  24. SearcH◆ EngineS WEB

    March 7th, 2008 at 1:33 am

    Perhaps Google should win

    This story appears on Google’s organic SERPs within 30 minutes of debuting on Techcrunch

    Hows that for high tech

    Lets see how long it takes for Microsoft and Yahoo.

    But ironically it is not on the news or blogsearch

  25. Stan Oleynick

    March 7th, 2008 at 1:33 am

    Mike, I think Digg was founded in late 2004 not ‘05 no?

  26. david amodt

    March 7th, 2008 at 1:35 am

    Michael: don’t you find this kind of interesting timing since Jim Louderback announced Google’s integration with advertising on Revision 3’s shows? If G snaps up Digg and since G and R3 have a new tangled business relationship, that gets interesting. Especially since Kevin Rose has a strong influence over at Revision3 w/ diggnation being their top downloaded show.

    Although w/ Digg and MSFT in bed over the advertising on the digg.com site, will that now become adsense ads?

    Would love to hear your feedback on this if possible. Big TC reader. Thanks

  27. Digidave

    March 7th, 2008 at 1:39 am

    @Arrington
    “As to the likelihood of the story being true, it depends on the source.”

    Fair enough.

    I’ve heard other rumors (that one of the named buying companies is definitly NOT looking at Digg). Again: You are much more of an insider - and to that end, your source is probably more hooked-in than mine. Still, considering I have no idea where yours is coming from - I have to take this post as it is, one of many posts about this topic.

    It would be interesting if either giant bought Digg. I could see Google doing interesting things - but that also worries me. Digg isn’t about finding good quality information anymore. A “digg” is synonymous with “popularity.” I’d hate for Google to implement Digg in a way that gives it too much credit in filtering quality information (google news). I hope that if Google does acquire - they use it in a way that realizes the emphasis on digg is the social - and that it’s a way to share “popular” content - not quality content (Google reader).

  28. Shafqat

    March 7th, 2008 at 1:40 am

    This deal should yield some interesting results. Social news sites in their nature function best when they are independent. When its part of a bigger organisation like MS or Google, I wonder how that will affect the ‘democratization’ aspects of the site. I said the same thing when NewsVine was aquired by CNBC, but they’ve done fine. If anything, since MS or Google aren’t news organisations, there shouldnt be much conflict of interest. Hope this source is credible!

  29. Mark

    March 7th, 2008 at 1:47 am

    This REALLY sucks.

    What we seem to be ending up with soon: Internet run by Google (and maybe Microsoft).

    Internet = no more healthy competition + monopoly on user data (hello state-sponsored surveillance).

    This REALLY sucks.

  30. Michael Arrington

    March 7th, 2008 at 1:50 am

    Stan - yeah you’re right. we have the right date in our database, i didn’t bother to look. corrected.

  31. nishu

    March 7th, 2008 at 1:51 am

    Its funny .. to think that microsoft might acquire digg.

    The digg will be something like this ..

    headline will be Digg : the cool user driven social content website

    Sub headline will be : Why Digg? Its way too cool. Aside from pure entertainment it is huge resource of coolest informations. This is a VERY different and way cool innovative approach..

    bury options will have option “its so uncool”

    you will be able to see only top 10 way cool headlines.. For more headlines you need to download digg reader on your verified windows machine.

    All content posted should not violate microsofts super cool policies.

    if google gets Digg..

    It will first be uncluttered.. then it will be spam freed.. then it will be moderated.. then it will release its API.. Then it will put embedded ads which a layman would never be able to differentiate..

  32. Planet Malaysia

    March 7th, 2008 at 2:10 am

    Most of the DIGG visitors are Apple & Linux/Unix supporters :p

  33. Eros

    March 7th, 2008 at 2:17 am

    Microsoft should buy digg in anyway with any value and make it as their search engine. Peoples use google to search because of their cool name. Digg will be a gr8 alternative name for Microsoft. go to digg.com & search it ;)

  34. Peter Harrington

    March 7th, 2008 at 2:23 am

    On a more humorous note, if either Google or Microsoft snatches them up, the search feature on digg will improve tenfold

  35. Uzair

    March 7th, 2008 at 2:40 am

    Well digg users don’t love linux/apple but they hate Microsoft, or in other words, diggers are jealous of Microsoft.

  36. Jimmy

    March 7th, 2008 at 3:14 am

    Digg users hate everything dugg a lot! Poor Digg!

  37. I Am Not Posting To Spam My Blog

    March 7th, 2008 at 3:21 am

    To those wondering about the attribution language used by journalists, Yes Minister is relevant as always. In this case the bit where the Minister is leaking information directly to a tame journalist and they’re debating how to attribute it.

    Journo: How about “sources in the Department”?

    Minister: No, I’ve been that twice already this week.

    Journo: “A close friend of the Minister?”

    Minister: I don’t want everyone to know it was me who told you.

  38. 113.com

    March 7th, 2008 at 3:39 am

    Reasonable return for $11.3m in, $300m (likely more) out — near x30 in 3.x years! :-)

  39. Joe

    March 7th, 2008 at 4:08 am

    If I where Google or Microsoft, I would pass unless the deal was dirt cheap, these social sites will be worthless in a short while.

  40. 113.com

    March 7th, 2008 at 4:19 am

    >these social sites will be worthless in a short while.

    yes, but not the digg brand… and the tens of millions of monthly unique users… :-)

  41. nmw

    March 7th, 2008 at 4:58 am

    I feel “digg” is a strong brand name — I’ve even heard people say they use it like “plain english” (which, in the economics of new media, is quite a powerful statement)…. — still: http://www.digg.de tells me that 1 digg is worth about 11,90 EUR (including VAT)

    ;D nmw

  42. Soap

    March 7th, 2008 at 5:18 am

    MS traffics a lot with CPM ads. That works on Digg. Lots of pageviews…

    Google offers CPM but their bulk is CPC. That works shit on Digg…

    Gues who’d make more money out of Digg?

    If I was in this business I would NEVER buy CPMs on Digg. I’d rather give it to the government… And buying clicks… What for?

  43. drew olanoff

    March 7th, 2008 at 5:18 am

    I think any type of cash infusion to Digg is great. There’s a decent userbase, some great ideas for new features, just not enough manpower and money to get it down.

    My question is this…what will Jay and Kevin’s involvement be if they sell? I think Jay Adelson is one of the smartest guys in the valley, and obviously Kevin’s past and current work is an attraction. Even if Digg goes “mainstream”, the site needs some personality at the top, and not just a big wig company like Microsoft.

  44. bmiles

    March 7th, 2008 at 6:35 am

    Yeessss!!! I have been waiting for quite sometime for digg to be acquired. Kevin Rose is a true inspiration and he deserves to profit. I mean he lost his girlfriend over this. What more do you want from him?

  45. Stephen Paul Weber

    March 7th, 2008 at 7:01 am

    I still can’t fathom why they want to sell. If I were Digg, I’d want to hang on to my site.

  46. Alex Hammer

    March 7th, 2008 at 8:13 am

    My goal in life - one of them - is to be as plugged in as Michael Arrington.

    Result of much hard work I am sure.

  47. Lukas

    March 7th, 2008 at 8:47 am

    Why sell out? It’s not good to have everything on the net run by huge corporate giants!

  48. Faramarz

    March 7th, 2008 at 9:08 am

    If Google comes out on top, I think it’s safe to say the convenient ‘add to digg’ button on IE 8 will magically disappear. haha you can’t blame em really

  49. Jason

    March 7th, 2008 at 10:13 am

    Kevin,

    After the sale, call me. I have the next big thing. I’m sure you can figure out how to get ahold of me.

  50. Sarah Carr

    March 7th, 2008 at 10:35 am

    Take the money and run Kevin!

  51. Joe Hunkins

    March 7th, 2008 at 10:44 am

    I’d like to know from the key Diggers if they’ll feel any loyalty to the new owners or to the project. Also, do they think they are owed more than … zero… on this deal.

    Social sites do offer their participants something of value = participation and platform - but are there “losers” in these equations?

    How do the high level participants who have put in thousands of hours and made the site what it is feel about these cash outs?

  52. Digg-like Webhost

    March 7th, 2008 at 10:48 am

    My greatest fear is that Digg users, who are mostly tech savvy, would stage a revolt and abandon the site, that is if there would be significant changes to be implemented in digg after the sale. We have to remember that to build a digg-like site is just a click and install. Hint: Pligg

  53. John Cornett

    March 7th, 2008 at 10:53 am

    I think if Digg went with Google the site may fair pretty well. However, a Microsoft takeover would probably not be well received by the Digg community.

    I cannot imagine Microsoft resisting the urge to steer people into their own product lines. The Live suite comes immediately to mind.

    I have a discussion up on my blog talking about what a NEW Digg style site would consist of and how it might look/function. With all the talented people around, I imagine the next big thing may be just around the corner.

  54. mark

    March 7th, 2008 at 10:54 am

    Google is gonna make yet another acquisition. Soon enough they will be the Microsoft of the internet :(

  55. J Cash

    March 7th, 2008 at 10:57 am

    Can you say big ballin in the Bahamas??

  56. Kevin Heisler

    March 7th, 2008 at 11:15 am

    @Arrington - thanks for clarifying the source. It’s good to have color on the typical corporate response: “we’re in talks with everyone all the time.”

    It’s fascinating to see how the valuation of a hot start-up changes over time. Competitors like Netscape come and go but the departure of a direct competitors means little online.

    My take? Digg’s worth more to Google but it’s a buyers’ market.

    http://blog.searchenginewatch......307-085713

  57. drew olanoff

    March 7th, 2008 at 11:56 am

    Another thought here for everyone who says digg shouldn’t sell…

    Their search sucks. They admit it. Over and over.

    As digg gets bigger, search will be way more important. Why reinvent the wheel? I think Google is a great fit here. Algorithms and all. Just makes sense.

  58. Rinoa

    March 7th, 2008 at 12:38 pm

    If microsoft takes over Digg, I will no longer read it.

  59. Henry W. Lu

    March 7th, 2008 at 12:46 pm

    It’s all about control. Another factor is the companies vision. If Digg is pretty much done with its vision, sell it. If not, there are lots of other venture firms that Digg can get from to support its next phase vision and remain control of the company. Facebook is a good example of remain controlling of its destiny even with MS 240 million investing but getting only 1.6% of company stake. I think Digg should shop around and time is on your side. Don’t rush into the deal. I will be more than happy to give you some of my private equity firms contacts who are looking for great investment opportunities. Deal size from tens mil to billions.

  60. The Net

    March 7th, 2008 at 12:54 pm

    Well, I must say, that microsoft have the right answer for monetize what people say.

  61. drew olanoff

    March 7th, 2008 at 12:54 pm

    dugg down for being false, Mike? http://blog.digg.com/?p=114

  62. Michael Arrington

    March 7th, 2008 at 2:37 pm

    see update. We’re stuck here for now, but I believe everything I write in the post above is 100% accurate.

  63. SearcH◆ EngineS WEB

    March 7th, 2008 at 3:57 pm

    Right or wrong, one good thing did come out of this post

    this is a testament to the hi tech SERPs of Google.

    Look at a snapshot of the organic SERPs One Hour after TechCrunch broke the rumor.

    http://www.freezepage.com/1204882125PACHDEYWGL

    Now look at it 13 hours later for the same search query

    http://www.freezepage.com/1204933107DPWQORMENO

    yjust a few years ago, it updates would only happen after several weeks of waiting. Remember the famed ‘Google Dance’ that would happen every month?

    Now SERPs are updated continuously, with new sites being added withing hours after debuting

  64. SearcH◆ EngineS WEB

    March 7th, 2008 at 3:57 pm

    Right or wrong, one good thing did come out of this post

    this is a testament to the hi tech SERPs of Google.

    Look at a snapshot of the organic SERPs One Hour after TechCrunch broke the rumor.

    http://www.freezepage.com/1204882125PACHDEYWGL

    Now look at it 13 hours later for the same search query

    http://www.freezepage.com/1204933107DPWQORMENO

    yjust a few years ago, it updates would only happen after several weeks of waiting. Remember the famed ‘Google Dance’ that would happen every month?

    Now SERPs are updated continuously, with new sites being added withing hours after debuting

  65. John

    March 7th, 2008 at 5:28 pm

    Digg sucks.

  66. Kim

    March 7th, 2008 at 5:33 pm

    Somehow we can not access the Digg story from our office, not if anyone tries to access by logging in with their Digg user name. Digg’s customer service replies email super fast but it never helped further after we provided the requested information. Anyone experienced this non-access problem?

  67. Noah

    March 7th, 2008 at 5:33 pm

    If this happens to be the case, will it really make a difference in the geography of the internet if either one of them buys Digg? I think not.

  68. Anthony

    March 7th, 2008 at 6:42 pm

    Why Microsoft cant create own Digg site? Microsoft have enough money to create own Digg site.

    Why these big company dont design own invention…?

  69. Digidave

    March 7th, 2008 at 10:34 pm

    @Anthony
    Whenever a big company buys a web property they aren’t getting the tech.

    Example: Google bought YouTube, but they already had google video (anybody remember google video?)

    What google bought was the community. Microsoft or Google could build a digg clone - but they can’t buy users.

  70. mike

    March 8th, 2008 at 5:05 am

    Would much rather see Google purchase it, they would probably let the company develop, whereas Microsoft would stifle it. What would happen to diggnation?

  71. jenkins

    March 8th, 2008 at 6:30 am

    Which big company do we want to inherit a site with no revenue model? Hmmmm, it’s such a tough one. I’m not sure that any of them really want to site but my guess is that MSN has the most to lose. Their anemic ad business needs to preserve one of their terrible ad deals.

  72. pink iphone

    March 9th, 2008 at 9:28 pm

    Nooooooo, all the digg users will leave! No more apple and ron paul mania!

  73. 113.com

    March 10th, 2008 at 7:40 am

    Did this kind of let’s-leave sentiments happen to FeedBurner? If not, what had been the difference? 8-)

  74. Bobo

    March 10th, 2008 at 10:17 am

    Either side would be completely FOOLISH to buy Digg. Digg SUCKS! Full of a bunch of 13 year old a-holes. Why buy Digg when you can make one yourself? If Microsoft or Google wants to buy a community full of assholes, they should also consider Something Awful, Fark and similar web sites.

    Ugh… I hate Digg. And another thing… their podcast sucks balls too. Over confident cocky geek aholes drinking away… Geek snobs soon to suffer from liver failure. I’m sooooooo sick of Digg.

  75. Bobo

    March 10th, 2008 at 10:20 am

    I hope Google doesn’t buy it… it will be the beginning of the end for Google for sure. Google.. if you’re listening…. don’t buy it!

  76. Louis Vuitton

    March 12th, 2008 at 11:08 am

    I personally think Google shouldn’t by Digg. They really have no reason for it. If they start buying all companies one day they will go bankrupt.

  77. ty

    March 13th, 2008 at 9:03 am

    who cares

  78. Mirha

    March 14th, 2008 at 3:45 am

    I personally think they should buy it. I mean why not? Google is a great company and will develop Digg even more.

  79. joe webby

    March 19th, 2008 at 4:08 pm

    well i am not sure if i should not get in my algarve taxi and take a faro airport transfer because google will never digg this

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