Who Is Winning The Display Advertising Battle?
MediaPost
November 15, 2007
By Tim Vanderhook
The online advertising industry has recently seen an unprecedented flurry of acquisitions, with Google’s acquisition of DoubleClick for $3.1 billion on April 14 setting off a domino effect among its rivals. Yahoo followed on April 30 with its acquisition of remaining Right Media shares; on May 17 WPP bought 24/7 Real Media. And just a day later — the biggest of all — Microsoft acquired aQuantive for $6 billion. These four big deals were followed in July by AOL’s acquisition of TACODA and Microsoft’s acquisition of AdECN. The rapid consolidation highlighted the market’s close-to limitless inventory and steadily growing numbers of eyeballs, as well as further propelled online advertising on its way to becoming a mature industry. At this moment, however, with the consolidation still far from finished and the industry in flux, many — both inside and outside the industry — are wondering what will happen next.
Read the full article: http://blogs.mediapost.com/spin/?p=1173
