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NEW YORK On Thursday WPP’s Martin Sorrell quibbled with the word “transformational” to describe what he preferred to call his “modest” $649 million proposed purchase of 24/7 Real Media. Just one day later, Microsoft’s Bill Gates proved him right by revealing he would shell out a stunning $6 billion to buy aQuantive, owner of one of the largest digital ad agencies, Avenue A/Razorfish.
At the center of these moves is the undeniably crucial role of technology in advertising.
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