Microsoft Completes aQuantive Acquisition, Creates ‘Advertiser and Publisher Solutions’ Group


Microsoft has officially completed the acquisition of aQuantive Inc., which includes agency Avenue A | Razorfish and the Atlas ad-serving platform. The acquisition was the largest in Microsoft’s history, valued at roughly $6 billion. The company has also simultaneously created a new group that it’s calling the “Advertiser and Publisher Solutions Group.”

According to the press release:

This new business group is charged with product management, planning and business development related to all ad platforms, tools and services for the advertiser and publisher communities (including Atlas, MSNDR and Microsoft adCenter along with emerging media types such as in-game and mobile ads) and the agency arm Avenue A | Razorfish. The APS group will be run by Brian McAndrews, CEO of aQuantive, who will report directly to Kevin Johnson, president of Microsoft’s Platforms & Services Division (PSD).

Here’s the rest of the reporting structure (as also reported in the release):

  • Steve Berkowitz, Online Services Group, is responsible for Microsoft’s “audience” business and for delivering great end-user online services that attract users and deepen customer engagement. These online services include the MSN.com portal, Windows Live services and Live Search.

  • Brian McAndrews, Advertiser and Publisher Solutions Group, is responsible for building the monetization engine to serve the advertising and publishing community.
  • Satya Nadella, Search & Advertising Platform Group, is focused on building innovative technologies in search and designing the advertising platform to support Microsoft’s business and customer goals.
  • Yusuf Mehdi will take on the newly formed role in PSD of senior vice president, Strategic Partnerships, where he will be focused on overseeing international mergers, acquisitions and partnerships; managing strategic accounts; and forging relationships with early stage startups and venture capital firms. Mike Galgon, an aQuantive co-founder, has been named chief advertising strategist and will report to McAndrews.

Microsoft also recently acquired burgeoning ad exchange AdECN. Its CEO Bill Urschel will report into Satya Nadella’s Search & Advertising Platform group.

Analytics firm Compete has reported two months of share gains for Microsoft Live, based largely upon the apparent popularity of the the Live Search Club.



Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet.

See more articles by Greg Sterling >


Share, Bookmark & Discuss This Article
More:


Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter


See more stories like this in the Members Library! Check out the Microsoft: Business Issues, Microsoft: adCenter sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!

Comments are closed.


RECENT COMMENTS

  • dian said " I haven't tried that yet but if it is the way Mazter is saying I think it won't going to do any good"
  • dian said " It really helps me a lot. The methods step by step explained the important factors easily and all th"
  • T Campbell said " Ah, that's SPIDER-Man, said the comics guy."

See All »


FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

RSS Feeds

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

Upcoming Search Engine Land Conferences

Advertise With Us »

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.


SMX Web Site » | SMX Difference » | SMX News »


Join us at an upcoming SMX event:

Search Marketing Now Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:


See more webcast topics »

TRACK US SOCIALLY
Upcoming Search Engine Land Conferences

Get Your Search Engine Land
Premium Membership!

Become a premium member today and receive:

  • Express commenting privileges & photo.
  • Exclusive videos & newsletters.
  • Discounts to our SMX conferences.
  • Access to "How To" & Other Archives.

Learn More

Upcoming Search Engine Land Conferences
Add to GoogleAdd to My Yahoo!Add to BloglinesAdd to NetvibesAdd to Windows Live