Business Services Industry
Microsoft deal breaches boundaries.
Australasian Business Intelligence, June, 2007
Byline: Neil Shoebridge
Jun 03, 2007 (The Australian Financial Review - ABIX via COMTEX) -- Advertising and media buying groups are concerned at a trend in the online media industry exemplified by Microsoft's latest move. The US software company has paid $US6bn ($A7.2bn) for web ads provider aQuantive, and is just the latest of a number of players to gain control of both the internet content and the ads used on the new medium. Another major deal of this kind was Google's purchase of DoubleClick for $US3.1bn. Microsoft's acquisition also covers the Avenue A/Razorfish division of aQuantive, which produces web ads rather than just to measure and place them. Experts say the buying will go on for some time in the relatively young sector.
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