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Microsoft
Corp has completed its acquisition of aQuantive Inc, which
will help the software giant deliver on its previously
outlined goal to provide the advertising industry with
a world-class advertising platform across devices and
media that will create the best experiences for users,
advertisers and publishers.
Microsoft
has also created the advertiser and publisher solutions
(APS) group. This new business group will be responsible
for building Microsoft''s monetisation engine to serve
the advertiser and publisher community.
The
APS team will assume responsibility for building and marketing
all ad platforms, including Atlas, DRIVEpm, MSNDR and
Microsoft AdCenter, along with emerging media types such
as in-game and mobile ads, and the agency arm Avenue A
/ Razorfish.
Brian
McAndrews, CEO of aQuantive, who will report directly
to Kevin Johnson, president of Microsoft''s platforms and
services division (PSD), will run the APS Group.
"Today we
take a significant step forward in our ability to capture
share of the $40 billion online ad opportunity and the
larger $600 billion ad market, which is rapidly shifting
to the world of online and IP-served platforms, including
TV and gaming," Johnson said.
"The
addition of aQuantive''s technologies and people to the
Microsoft portfolio is a core, strategic investment and
step forward in our plans to become one of the top two
online advertising platforms in the industry," Johnson
added.
The
leadership team reporting to Johnson responsible
for Microsoft''s expanding efforts in advertising
and audience includes the following:
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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.
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Brian McAndrews, advertiser and publisher
solutions group, is responsible for building
the monetization engine to serve the advertising
and publishing community.
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Satya Nadella, search and 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''s
other recent advertising-related acquisitions, including
Massive Inc. and ScreenTonic, will continue to report
to Cory Van Arsdale as part of the Emerging Media
Group within APS. The newly formed ''emerging media
group'' will report to Karl Siebrecht, president
of Atlas. The Microsoft ''digital advertising solutions''
sales force will continue to be a part of the ''online
services group''.
aQuantive''s
employees will continue to be located in their Seattle
offices.
Upon close of Microsoft''s acquisition of AdECN,
CEO Bill Urschel and his team will report into Alex
Gounares, corporate vice president, adCenter and
Commerce, part of Satya Nadella''s
Search
and advertising platform group, AdECN will maintain
its offices near Santa Barbara, California.
The
aQuantive acquisition, excluding transaction costs,
is not expected to have a significant impact on
previously issued fiscal 2008 guidance for operating
income and earnings per share. Microsoft will provide
updated financial guidance on its first-quarter
earnings call scheduled for 25 October, 2007.
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