Microsoft looks to become major player in ad world

For those who think Microsoft and Google aren't our competitors, here's Microsoft's Steve Ballmer.

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"Over time, all ad money will go through a digital ad platform," Ballmer told a gathering of European ad agencies and clients. "All media goes digital, all advertising goes digital."

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Microsoft became a player in the ad business with its August purchase of aQuantive, a U.S. company whose technology places ever-changing Web site ads in front of Internet viewers based on specific conditions.

Now, Ballmer is trying to convince media specialists that Microsoft is serious about catching up with Google in the $550 billion global ad market.