How Microsoft Justified the aQuantive Buy
Microsoft used some interesting numbers to justify its $6-billion aQuantive purchase:
Ad Age: Don't the valuations seem a bit wild in this interactive space?
Joe Doran: When we look at this we're looking at the marketplace -- not only the interactive marketplace and saying there's a $40 billion market and lots of ways within the ecosystem that we can add value. We see a $600 billion total advertising market and when we think about convergence of IP-based media consumption and where that's going we see a tremendous ability for us to build the next generation ad platform.
[via
AdAge]
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