14 August 2007

Microsoft and aQuantive sign deal

Microsoft has completed a $6 billion acquisition of aQuantive and has created a new division for its digital advertising assets, Adweek reports.

The new structure has led to the creation of an advertiser and publisher solutions unit, to be led by aQuantive's chief executive officer, Brian McAndrews.

This unit will contain aQuantive's Atlas advertising server, DrivePM advertising network and digital advertising agency Avenue A/Razorfish.

AQuantive is now a wholly owned subsidiary of the technology giant, which develops software as well as being a search engine provider.

President of Microsoft's platforms and services division Kevin Johnson commented in a statement: "Today we take a significant step forward in our ability to capture a share of the $40 billion online-ad opportunity and the larger $600 billion ad market, which is rapidly shifting to the world of online and IP-served platforms, including TV and gaming."

The addition of aQuantive's personnel and technologies to Microsoft is a key strategic investment, he added, saying that the move was one "step forward in [the company's] plans to become one of the top two online-advertising platforms in the industry".

He also emphasised his commitment to maintaining Avenue A/Razorfish, an online integrated marketing firm, as part of the company.

Microsoft's acquisition of aQuantive follows a number of other deals in the online advertising world, CNET News.com reports, including Google's attempt to buy DoubleClick and AOL's announcement that it is to buy Tacoda.

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