Microsoft Acquiring aQuantive

Microsoft Corp. with officially has been announcing its idea to acquire aQuantive, Inc. (aQuantive) in the worth of US$ 6 billion, or US$ 66.5/share, and its payment will be done by Microsoft in cash. The deal is Microsoft's largest acquisition ever in its 32-year history and the biggest by far in this recent run on the internet advertising technology companies. The deal cannot be compared when Google agreed to buy DoubleClick (the deal is doubling the price that Google had paid for DoubleClick earlier this month) and Yahoo purchased the remaining stake in ad broker Right Media for $680 million. The reason of Microsoft acquiring aQuantive is to provide the industries of advertising with the platform base on the internet. With this huge movement, indirectly had slapped the face of Google, also with all at once have been declaring the online advertisement war. Officially, AQuantive is still using its headquarters in Seattle and operating its business as a part of Microsoft’s online-services business.

aQuantive is a Seattle-based company that owns Avenue A | Razorfish (digital marketing agency, including search), Atlas (ad-serving tools for advertisers and publishers, as well as Atlas Search bid management tools) and DRIVEpm (behaviorally targeted ad network/media broker), which Microsoft calls "One of the industry’s most successful families of digital marketing service and technology companies." This company was originally established in 1997 as Avenue A, and it went to the public in 2000 under that name. Then it became aQuantive in 2003.

With the capability of the online advertisement that presented by MSN, also side by side with the aQuantive’s platform, Microsoft is not only looking for advertisers and advertisement agencies, publishers, but all shares of the online advertising on the internet world. By acquiring aQuantive, Microsoft will able to bring news planning service and buying service. This condition seems like Microsoft is raging of a fire to beat Google. No doubt that the movement has been giving Microsoft more ammunition in its battle with Google Inc. The assets together between Microsoft and aQuantive will create deeper solutions to agencies, companies and publishers. These assets allow them to create the next-generation of advertising platforms.

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