Avenue A Deal Could Give WPP, Microsoft What They Really Want - Advertising Age - Digital

Would seem to make quite a lot of sense…

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NEW YORK (AdAge.com) — Almost six months after the companies started talking, WPP and Microsoft have reopened talks that could have the software company unloading Avenue A/Razorfish. But the question is whether Microsoft could ever get anyone to buy the digital ad agency for the price at which it needs to sell it.

What Microsoft paid for the agency and what any holding company would shell out are vastly different figures — although WPP holds an edge over other holding companies because it has assets Microsoft might be interested in, namely the ad-serving technology bit of 24/7 Real Media.

Avenue A Deal Could Give WPP, Microsoft What They Really Want - Advertising Age - Digital.

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