Microsoft to acquire aQuantive

Global - Microsoft has announced that it will acquire aQuantive for US$6 billion (S$9.1 billion) enabling the company to improve its advertising platforms and services beyond its current capabilities to serve MSN.

The acquisition also provides Microsoft increased depth in building and supporting next generation advertising solutions and environments such as cross media planning, VOD and IPTV.

"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," Steve Ballmer, CEO for Microsoft said in a statement.

The deal is expected to be completed in the first half of Microsoft's fiscal year 2008, and aQuantive will continue to operate from its Seattle headquarters as part of Microsoft's Online Services Business.

"aQuantive's mission has been to leverage the power of digital marketing services and technologies to drive measurable results for our clients. Microsoft has set a leading example in prioritising industry partnership, transparency, measurement and quality, and by combining forces we bring the value of our combined assets to bear for the benefit of advertisers, ad agencies and publishers," Brian P. McAndrews, CEO for aQuantive said in a statement.