Feeds

WPP, AOL buy into the race for online ad spend

On your marks, get set...

Secure remote control for conventional and virtual desktops

Real-world advertising and marketing agency WPP has dipped a fairly big toe into the murky world of online ads with the $649m acquisition of 24/7 Real Media.

According to reports, Microsoft had been considering putting down a billion dollar offer for the company, which analysts had valued at about $600m.

The deal illustrates the growing importance of the online sector to traditional advertising firms. Spend on online ads is expected to stay ahead of the rest of the industry over the next year. Inevitably, the lure of the cash and the global reach it offers is attracting some of the biggest brands in advertising and online services: witness Google's $3bn-ish DoubleClick acquisition last month.

WPP CEO Martin Sorrell said: "Our clients and therefore our industry are becoming more technology driven. 24/7 Real Media significantly enhances our capabilities, technological resources, and talent, as well as adding to our geographic coverage and our measurable skills."

Meanwhile, AOL has ponied up an undisclosed sum for a controlling stake in Frankfurt-based ad serving firm Adtech. AOL says the firm will operate as an independent and majority controlled subsidiary of its advertising.com division.

Randy Falco, chairman and CEO of AOL, said in a statement: "Our acquisition of ADTECH builds on [our momentum in the advertising space] by providing AOL with a next-generation ad-serving platform, letting us deepen our relationships with publishers in Europe and the US and provide them a more complete set of solutions." ®

The essential guide to IT transformation

More from The Register

next story
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Linux turns 23 and Linus Torvalds celebrates as only he can
No, not with swearing, but by controlling the release cycle
Scratched PC-dispatch patch patched, hatched in batch rematch
Windows security update fixed after triggering blue screens (and screams) of death
This is how I set about making a fortune with my own startup
Would you leave your well-paid job to chase your dream?
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.