Several months ago, Google bought Doubleclick in a well-known and publicized transaction, paying anything to get it out of Microsoft’s hands.
Well, Microsoft tries to come back, apparently, by buying aQuantive. aQuantive is not as big as DoubleClick, that’s for sure, but at least they finally got it that they (Microsoft) do not get it when it comes to PPC/CPC.
Microsoft Corp. has completed its acquisition of aQuantive Inc. The acquisition will help Microsoft deliver on its previously outlined goal to provide the advertising industry with a world-class advertising platform across devices and media that will create the best experiences for users, advertisers and publishers.
Microsoft also created the Advertiser and Publisher Solutions (APS) Group. This new business group will be responsible for building Microsoft’s monetization engine to serve the advertiser and publisher community. The APS team will assume responsibility for building and marketing all ad platforms, including Atlas, DRIVEpm, MSNDR and Microsoft® AdCenter, along with emerging media types such as in-game and mobile ads, and the agency arm Avenue A | Razorfish. The APS group will be run by Brian McAndrews, CEO of aQuantive, who will report directly to Kevin Johnson, president of Microsoft’s Platforms & Services Division (PSD).
Almost every web business that includes search engine marketing as a part of its marketing policy, has signed up for Google adwords program. So SEM has become more of adwords advertising combining advertisers and adsense subscribers. Business model seems to be based on the combination of MLM and internet marketing or in other words internet network marketing.
Maybe this way Microsoft will be able to fight Google’s Adwords, and, finally, Google’s Adsense (as you know, I am in love with Adsense these days :D )