In closing a $6 billion buyout of digital marketing company aQuantive on Monday, Microsoft is taking a first step in its quest to leapfrog Yahoo and challenge Google in the online advertising business.
"Our goal is to be No. 1 or No. 2," Kevin Johnson, president of Microsoft Corp.'s platforms and services division, said in an interview last week.
With aQuantive Inc., Microsoft believes it has cleared away some worries about how to stay profitable during the shift. Johnson said units in the two companies are being combined and reorganized to provide an advertising platform to support new Web-based services.
I like this quote from the article: "The next wave of growth is going to be big brands shifting their advertising budgets, still largely invested in newspapers and TV, into the Internet in earnest."
I recently had the two top UK supermarkets advertising on my sites. One was on site A the other on site B. Those advertising campaigns were big and they uppped the eCPM a treat. More of the really big names advertising can only increase the competition for ad space and hopefully the eCPM.