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Aquantive who? The company Microsoft is acquiring for its highest purchase price ever may not even register on the radar of most consumers. But it’s a well known entity in the online advertising industry and can give Microsoft some much needed even if pricey ad serving technology,
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Microsoft said it was buying Aquantive early on Friday,
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"That’s a heck of a premium,
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There has been a recent buying frenzy in the online advertising sector as companies try to grab bigger pieces of the lucrative market that is expected to continue to grow as more people turn to the Web for their entertainment and information. After Google said it was buying DoubleClick,
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"Clearly there was a sense of scarcity value,
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"Who would have guessed years ago that this sort of ‘vertical consolidation’ would occur between the search/portal players and the ad networks,
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Aquantive is based in Seattle,
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"Aquantive is a very significant player in the online advertising arena. It’s one of,
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The Atlas Media Console allows advertisers to buy and manage advertising campaigns on Web sites. It "provides Microsoft with a toehold into advertising done across the entire Web,
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The online advertising market is $40 billion globally now and is expected to grow at least 20 percent each year for the next few years,
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"We are deeply committed to building a great advertising business. This investment in the monetization capability for our future services is key,
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Like other online ad consolidations,
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"If I’m a marketer I have to be very careful how I choose my agencies because some of them now may come to the table with institutional or internal biases about particular software,
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