So, What’s Steve Saying?

Microsoft to Increase Ad Businesspdf

Steve Ballmer, the chief executive of Microsoft, vowing that the company’s $6 billion plunge into the ad business two months ago was not just an experiment, said today that advertising would become 25 percent of the company’s business within a few years.

That, he said, would be about the same amount of time it would take for all media and marketing to go digital.

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

All ad money?? Somehow, this sounds a little too Passport-like, except it’s ads instead of authentication. Is it possible that Microsoft aspires to own a digital ad delivery platform?

Danger, Will Robinson!