Advertising cold be an additional source of growth that brings in tens of billions of dollars to Microsoft , according to Barclays.
Microsoft can be a long-term challenger to existing advertising giants in the technology sector, Lenschow said.
Beyond that, he said another $20 billion could get added to the top-line if Microsoft improves distribution.
MSFT YTD mountain Microsoft, year to date With acquisitions of advertising technology companies like PromoteIQ and Xanadr, Microsoft can obtain greater exposure to higher-growth digital areas such as connected TV and retail media, Barclays believes.
"This holistic ad-tech stack serves as a unique value proposition for Microsoft, and mirrors the transformation of similar advertising mainstays," Lenschow said.
Persons:
Raimo Lenschow, Lenschow, Microsoft's
Organizations:
Microsoft, Barclays, Bing, Google, of Justice, European Union, PlayStation
Locations:
Redmond, Washington, European