Feeds

WPP, AOL buy into the race for online ad spend

On your marks, get set...

High performance access to file storage

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." ®

High performance access to file storage

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Oh no, Joe: WinPhone users already griping over 8.1 mega-update
Hang on. Which bit of Developer Preview don't you understand?
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
Internet-of-stuff startup dumps NoSQL for ... SQL?
NoSQL taste great at first but lacks proper nutrients, says startup cloud whiz
IRS boss on XP migration: 'Classic fix the airplane while you're flying it attempt'
Plus: Condoleezza Rice at Dropbox 'maybe she can find ... weapons of mass destruction'
Ditch the sync, paddle in the Streem: Upstart offers syncless sharing
Upload, delete and carry on sharing afterwards?
New Facebook phone app allows you to stalk your mates
Nearby Friends feature goes live in a few weeks
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.