McAndrews Presses Case for 'Microhoo'

PHOENIX As Microsoft executive Brian McAndrews sees the digital ad business, there is room for only two players to provide the array of services and tools advertisers and publishers need to manage complexity: Google and Microsoft.
 
“You don’t need more than two,” the president of Microsoft’s publisher and advertiser solutions unit told attendees here for the Interactive Advertising Bureau’s Ecosystem 2.0 conference.
 
McAndrews, the former CEO of aQuantive, laid out the blueprint for Microsoft’s ad platform that it hopes will serve advertisers and publishers of all sizes.