©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
At once a marketing platform, a key seller of media, and a top online advertiser in its own right, Microsoft has a unique – and uniquely vexed – relationship to digital agencies. It makes near constant tweaks to its sales structure and ad offerings to boost its appeal to fickle ad buyers and creatives.
The fine-tuning continues this month with several developments that will impact agencies:
Microsoft Meets Publicis at CES
It’s now been over a year since Microsoft sold Razorfish to Publicis. As a condition of the sale, Publicis pledged to spend as much as $2 billion on Microsoft media over five years. Some reports have suggested it’s behind on that goal.