aQuantive CEO on When Everything Goes Digital

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Microsoft has announced their largest acquisition ever -- buying the digital advertising systems of aQuantive for $6 billion.

Most reporters were asking how this acquisition fits into Microsoft's strategy. However, a stock trader on CNBC asked Brian McAndrews, aQuantive CEO, what I thought was a more interesting question: When will all content go digital so that everyone will be a measurable viewer or reader?

McAndrews very confidently said it'll be 5-10 years.

As someone who has been in direct marketing for a long time, I only have only one thing to say: finally!

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