Microsoft's new agency look
InternetNews | at | by Mike
Microsoft denies that it's buying aQuantive for its technology.
Instead, executives say, the purchase is designed to turn part of Microsoft into possibly the world's largest media company.
You might think that aQuantive's technology could jump-start adCenter. Since it introduced its new advertising platform in May 2006, Microsoft has been touting its eventual ability to let advertisers target ads based on users' behavior within the MSN network. So-called behavioral targeting could make ads more relevant to individuals, and therefore more effective.