Microsoft has bought global digital marketing company aQuantive in a deal worth $6 billion (£3.04 billion).
The deal, following on from Google’s acquisition of DoubleClick (see
Google Acquires Doubleclick For £3.1 Billion) and WPP’s purchase of 24/7 Real Media (see
WPP Acquires 24/7 Real Media), is part of Microsoft’s attempt to build its own global advertising platform.
AQuantive is the parent company of businesses including interactive ad agency Avenue A/Razor Fish and advertising research company Atlas, amongst others.
Steve Ballmer, chief executive officer of Microsoft, said: “The advertising industry is evolving and growing at an incredible pace, moving increasingly toward online and IP-served platforms, which dramatically increases the importance of software for this industry.
“Today’s announcement represents the next step in the evolution of our ad network from our initial investment in MSN, to the broader Microsoft network including Xbox Live, Windows Live and Office Live, and now to the full capacity of the Internet. Microsoft is intensely committed to creating a thriving advertising business and to partnering closely with all key constituencies in this industry to help maximize the digital advertising opportunity for all.”
This purchase comes shortly after Bill Gates, speaking at Microsoft’s recent Strategic Account Summit, said that that the advertising model for traditional media will continue to deteriorate over the coming few years.and as the media landscape changes, it is inevitable that advertisers will increasingly move their budgets online (see More Media To Move Online, Says Gates).
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