According to an article on paidcontent.org, everyone expected Microsoft to win its bid to buy interactive ad agency 24/7 Real Media. Microsoft would want something in its portfolio to compete with Google's acquisition and assimilation of DoubleClick's know-how.
Instead, 24/7 chose to merge with major ad agency WPP.
Why? WPP and 24/7 combined are now the largest purchasers of search marketing across Yahoo, Google and Microsoft. Advertisers like the fact that they're dealing with a 3rd party intermediary, rather than giving their ad dollars directly to the YGM triumvirate.
link to article here:
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