I dont think the purchase of MM can be viewed as the same...

I dont think the purchase of MM can be viewed as the same objective of the advertising strategy. They are two very different things. The MM business exclusively advertises to a defined audience. Whereas the Swift advertising strategy aims to identify and categorise its audience and then target advertisements to individual viewers, much like what facebook does, showing you ads based on your viewing preferences. I dont think the purchase of MM is going to be used to fast track the advertising strategy, or even negate the need for a new team and development. Tow separate things IMO.