The Verdict Is In: Microsoft And aQuantive Walk Down The Isle
The highly publicized $6 billion Microsoft purchase of online ad company aQuantive cleared an antitrust regulatory hurdle last week and moved a huge step closer to being completed.
The Hart-Scott-Rodino Antitrust Improvements Act requires companies proposing to merge to allow U.S. regulators up to 30 days to scrutinize the deal. Microsoft said the 30-day period has expired without a request by regulators for further information.
“We’re pleased the 30-day review period concluded without a second request,” said Microsoft spokesman Guy Esnouf. “We now think the transaction will be concluded by the end of the year if not considerably sooner.”
aQuantive has grown in the last decade into three main brands: Atlas, which makes the Media Console advertising platform; DRIVEpm, which provides ad services that match advertiser campaigns with publisher inventory; and Avenue A | Razorfish, which is one of the largest online ad agencies in the world and provides advertisers digital marketing consultation along with media planning and buying.
Microsoft has said since May that they planned to use the aQuantive assets to create next-generation advertising systems. Those systems include cross media planning, video-on-demand and IPTV. aQuantive will continue to operate from its Seattle headquarters as part of Microsoft’s Online Services Business.
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