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Web 2.0 Conference: Microsoft Exec Quietly Micturates On The Entire Value Proposition of Search Advertising

Posted by: Jon Fine on October 18, 2007

“It’s not perfect … We unduly give the last transaction credit … It doesn’t account for the TV ad” that a consumer might see shortly before clicking on a search ad.

—Brian McAndrews, Microsoft SVP and former CEO of aQuantive, while on a panel of top Web ad execs from AOl and Yahoo, and, curiously, not Google.



The media world continues to shapeshift as new forms arise and old assumptions erode. On this blog, Bloomberg Businessweek will provide sharp analysis and timely reports on the transformation of this constantly changing terrain.



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