Aug 14, 2007 116 reads by Navneet Kaushal

msn-aquantive.jpgJust last week aQuantive shareholders approved the company's acquisition by Microsoft which was the latter's final hurdle. Now Forbes says 'Today, it’s officially part of the Redmond family'.

“Some expect yet another overhaul of Microsoft’s online ad operation as it integrates the $6 billion acquisition—and as it continues to search for the right combination of execs, tech and strategy to make its ambitious plans pay off.

The New York Post is reporting that aQuantive Brian McAndrews will head Microsoft’s ad-serving and technology as one of three senior execs reporting to Kevin Johnson, president of the platforms and services division. The other two are MSN head Steve Berkowitz and chief ad strategist Yusuf Mehdi. An announcement with details is expected now that the deal has closed. Update The release is out and, yes, it’s a major overhaul.

Some details:

Advertiser and Publisher Solutions (APS) Group: McAndrews will run this new group responsible for “will be responsible for building Microsoft’s monetization engine to serve the advertiser and publisher community.”

The group will build and market all ad platforms including Atlas, DRIVEpm, MSNDR and Microsoft AdCenter, in-game and mobile ads, and Avenue A | Razorfish.

aQuantive will stay in its downtown Seattle offices.

Leadership: As mentioned above, Berkowitz, head of the Online Services Group, and McAndrews will report directly to Johnson.

But the third member of the triad is Satya Nadella, who heads the 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.

Yusef Mehdi is no longer chief ad strategist; that role goes to Mike Galgon, an aQuantive co-founder who report to McAndrews.Mehdi takes on the new role of SVP-strategic partnerships “focused on overseeing international mergers, acquisitions and partnerships; managing strategic accounts; and forging relationships with early stage startups and venture capital firms.”

— The newly formed Emerging Media Group will report to Karl Siebrecht, president of Atlas. Massive Inc. and ScreenTonic will continue to report to Cory Van Arsdale as part of of the group, all within McAndrews’ new empire.”

For more updates, watch this space.

Microsoft Closes aQuantive Deal, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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