Microsoft buys aQuantive; Google acquires DoubleClick for $3.1 billion; Yahoo purchases the 80% of Right Media it doesn’t already own and ad firm WPP gets 24/7 Real Media for $649 million. And that’s just in the last six weeks. The common thread: All the takeover targets are online advertising companies. The race to consolidate the online advertising industry is heating up at the same time that advertisers are demanding more return on their marketing dollars. Wharton professors and others analyze how this will play out for tech companies ad companies and consumers.
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