In the ongoing ad agency acquisition arms race, Microsoft has upped the ante, according to a report in The NY Post, which says the software giant is a contender to acquire 24/7 Real Media.
In the NY Post article, Microsoft is reportedly mulling over a possible $1 billion offer for the company, or about $400 million more than what many financial analysts have valued the firm at.
If true, the bid could put Microsoft over the top in a field that includes WPP Group.
The pressure on Microsoft to buy an internet ad firm has increased since Google captured DoubleClick for $3.1 billion and Yahoo! bought Right Media for $680 million.
There also is speculation that Microsoft could buy aQuantive.
