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May. 17, 2007 at 9:40am Eastern by Greg Sterling
WPP Grabs 24/7 Real Media For $649 Million
UK based global advertising firm WPP has acquired the publicly traded 24/7 Real Media for a whopping $649 million. The company was previously being looked at by Microsoft (for $1 billion) according to rumor. It follows on the heels of several high-profile acquisitions, including Yahoo's intended purchase of Right Media and Google's planned acquisition of DoubleClick. On a smaller scale ad firm Interpublic bought SEM Reprise Media last month.
WPP already has investments in VideoEgg, mobile search firm JumpTap and Spot Runner.
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By Greg Sterling
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