Atlas now faces the Google Analytics Dilemma

Microsoft completed its acquisition of Aquantive yesterday, which among other things includes Atlas and its media management and tracking tools. It’ll be interesting to watch the reactions of Atlas customers.

Google Analytics receives a cold shoulder from a few large advertisers, on concerns that their tracking partner also happens to be their largest ad network. Some see that as a conflict of interest, and would prefer to deal with independent vendors.

Granted, the Microsoft/Aquantive deal would be perceived as less threatening, if only because MSN/Live’s ad network is so much less significant to a buyer’s overall ad spend. But the general trend of agency/vendor/network consolidation is something to keep an eye on - it may open the door for a new wave of pure-play analytics vendors.

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