Microsoft readies for leap into ad space with close of acquisition

Global - Microsoft has completed its US$6 billion (S$9.1 billion) acquisition of advertising network aQuantive and created a new business group called the Advertiser and Publisher Solutions (APS) Group.

The aQuantive acquisition furthers Microsoft's aim of providing an advertising platform across devices and media to users, advertisers and publishers.

The APS Group will be responsible for building Microsoft's monetisation engine to serves the advertiser and publisher community and assumes responsibility for the building and marketing of aQuantive's operating units of ad platforms, interactive agency arm Avenue A| Razorfish and emerging media such as in-game and mobile ads.

"Today we take a step forward in our ability to capture 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," Kevin Johnson, president of Microsoft's Platforms & Services Division (PSD) said.

"The addition of aQuantive's technologies and people to the Microsoft portfolio is a strategic investment and step forward in our plans to become one of the top two online advertising platforms in the industry."