Once upon a time, Microsoft seemed to be positioning itself as both a publisher, via its network of owned and operated sites, as well as an ad tech provider – sort of like where AOL is today.
In 2007, it bought aQuantive for just north of $6 billion, which included major digital marketing players like the agency Razorfish and the ad server Atlas. Unfortunately, those initial high hopes culminated in a writedown for roughly the value of that acquisition.
Razorfish is now one of Publicis Groupe’s digital agencies. And Atlas just got rebooted at Facebook.
But Microsoft is still a major player in the advertising world, even if its focus in that realm is no longer technological. Read more…