Traditional advertising holding companies and big technology companies are competing to acquire digital assets including online ad brokers, ad servers and targeting firms. As a result, the prices of these acquisitions are on the rise -- a trend that is beginning to spook some analysts who worry that the acquiring firms won't be able to profit from their investments. But WPP Group CEO Martin Sorrell, whose firm acquired 24/7 Real Media, said, "I think in the long term they will prove to be the right thing to do."

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