Microsoft , which is a dominant player in online content with MSN, it now aims at becoming a Web powerhouse with this acquisition. It will also allow 
Microsoft to have access to aQuantive’s brands like Atlas (advertiser’s tool for better return generation on ad campaigns) and DRIVEpm (a service that matches ads with Web-page inventory). Noticeably, Microsoft has been on a spree of acquisitions, a move to become an unparallel name in online market. In 2002, it bought Navision, the Danish small-business soft ware-maker at a price of $1.45 billion. In more recent times, Microsoft acquired Massive, online video-game advertising firm, and ScreenTonic and Motion- Bridge, mobile-phone advertising companies. However, its latest move to acquire aQuantive seems to be a counter move against Google’s latest buyout of Ad firm Double Click.
Microsoft to have access to aQuantive’s brands like Atlas (advertiser’s tool for better return generation on ad campaigns) and DRIVEpm (a service that matches ads with Web-page inventory). Noticeably, Microsoft has been on a spree of acquisitions, a move to become an unparallel name in online market. In 2002, it bought Navision, the Danish small-business soft ware-maker at a price of $1.45 billion. In more recent times, Microsoft acquired Massive, online video-game advertising firm, and ScreenTonic and Motion- Bridge, mobile-phone advertising companies. However, its latest move to acquire aQuantive seems to be a counter move against Google’s latest buyout of Ad firm Double Click.For Complete IIPM Article, Click on IIPM Article
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
