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Microsoft, Google, Yahoo in online ad war.
Byline: Ryan Blitstein
May 19--With online advertising's growth accelerating, the four giants of the Web have plunked down more than $10 billion in the past two months to buy businesses that control how ads are bought, sold and displayed across the Internet.
The latest deal came Friday when Microsoft said it would acquire Seattle online advertising and marketing firm aQuantive for about $6 billion in cash, paying an 85 percent premium above aQuantive's Thursday closing price of $35.87.
The announcement comes one day after WPP Group, the world's second-largest advertising and marketing conglomerate, said it would buy online advertising company 24/7 Real Media for $649 million. And last month, Google agreed to buy online advertising provider DoubleClick for $3.1 billion, while Sunnyvale-based Internet company Yahoo struck a deal to buy the…
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Source: HighBeam Research, Microsoft, Google, Yahoo in online ad war.
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