{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Microsoft has bought online advertising firm aQuantive for about $6bn (£3bn), giving it ownership of ad technology provider Atlas; interactive agency AvenueA/Razorfish; and Drive PM, which provides targeting tools for internet advertisers and publishers.

The announcement of the deal follows a wave of consolidation seen in the online ad market recently -Google's DoubleClick deal, AOL's acquisition of AdTech and WPP's purchase of 24/7 Real Media.

The purchase of Atlas is an especially significant move - it competes against DoubleClick's technology platform, allowing advertisers to place ads more efficiently and publishers to better manage their inventory.

According to Microsoft:

"This deal expands upon the company's previously outlined vision to provide the advertising industry with a world class, Internet-wide advertising platform, as well as a set of tools and services that help its constituents generate the highest possible return on their advertising investments."

Graham Charlton

Published 18 May, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (0)

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.