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.