Microsoft Finishes Digesting aQuantive

Microsoft just completed its $6 billion acquisition of aQuantive in an effort to help the software giant capture a larger portion of the online advertising pie, and eventually the overall ad marketplace, said company officials in a Mediaweek report.

Microsoft also announced an extensive reorganization of its media and online advertising operations in the wake of completing the acquisition. The heart of the new effort is the creation of the “Advertiser and Publisher Solutions Group (APS), which will aggregate the company’s various ad platforms, including adCenter, the ad network DRIVEPM (part of the aQuantive transaction), the ad-serving technology platform Atlas (the centerpiece of the aQuantive deal), as well as the also new Emerging Media Group, which encompasses both the in-game advertising subsidiary Massive Inc. and the recently acquired mobile ad firm ScreenTonic,” the report said.

Let’s hope they take a crack at solving the ad relevancy problem on mobile devices.

Microsoft Does Major Reorganization of Media/Ad Operations [Mediaweek]

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