With Microsoft’s acquisition of Aquantive for 6 Billion dollars in Cash, the online advertising sector is showing its great energy and huge potential. No Internet sector is as active today than in these buyout operations which peak at over 10 Billion $ between Doubleclick, 24/7, Rightmedia, Adtech,etc… But this is a sector consolidation, between Internet actors.
And it’s only a start; the second consolidation wave will take place in a few months for a simple reason: the major traditional advertising groups will not be able to stay on online advertising’s sidelines in terms of technology and services, or they will be forced to disappear rapidly benefiting new actors such as Google, Microsoft and Yahoo. PC TV, mobile phone and web advertising, direct advertisement space marketplaces will attract more and more advertisers who will cut out traditional agencies.
This movement is inevitable, and foreshadows a transparent advertising market, open to all types of advertisers.
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