Microsoft Buys aQuantive for $6 Billion
This morning Microsoft announced its aquisition of aQuantive Inc. for $6 billion.As of 10 a.m. EST, aQuantive stock had increased nearly 80% from the closing price Thursday evening of $35.87. Investor confidence obviously reflecting excitement over the news.
This acquisition comes in the wake of the well publicised $3.1 billion Google/DoubleClick merger. And amongst the large online integrated marketing agencies it has been argued that only ValueClick remains independent.
aQuantive, Inc., a digital marketing services and technology company, was founded in 1997. Its operating units include, full-service interactive agency Avenue A | Razorfish; Atlas, a provider of digital marketing technologies and expertise; and DRIVEpm, a performance media company. aQuantive is headquartered in the backyard of their new parent company in Seattle.
Profound changes have rocked the online marketing world in the first half of 2007 and more turbulence seems to be inevitable. The voratious appetite of the Internet’s “big three” seems to be insatiable.
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