Microsoft Heads Further Into Media And Advertising With A $6B Acquisition


Microsoft has made their largest aquisition in their history with the $6 billion purchase of online advertising technology company aQuantive Inc. An internal email sent to Microsoft employees suggests that the deal will help Microsoft go beyond online advertising to in-game and web-TV:

Piers Fawkes, PSFK
  • 18 may 2007

Microsoft has made their largest acquisition in their history with the  $6 billion purchase of online advertising technology company aQuantive Inc. An internal email sent to Microsoft employees suggests that the deal will help Microsoft go beyond online advertising to in-game and web-TV. An extract:

Our commitment is to capture our share of both the $40 billion online ad opportunity and the larger $600 billion ad market, which includes TV and gaming, and is rapidly shifting to the world of online and IP-served platforms.  To help us reach our goals, I’m pleased to announce that Microsoft will acquire aQuantive, Inc.

We are excited about the strategic value this acquisition brings to Microsoft in a few key areas:

* Platform. This deal enhances our current advertising platform with complementary technologies.  For the first time, we’ll offer display advertising solutions for all ad agencies and publishers on any Web site on the Internet.  With these new assets, we also increase our ability to build and support next generation advertising solutions and platforms such as cross media planning, video-on-demand, and IPTV.

* Tools and Services. This deal is an extension of Microsoft’s commitment to provide a set of tools and services that will enable the advertising industry to generate the highest possible return on their ad investments.

…Today’s announcements clearly demonstrate Microsoft’s long-term commitment to digital advertising.  The combination of Microsoft and aQuantive’s reach, audience intelligence tools, and expertise across publisher and agency tools will help us grow our reach and share in the online ad space.

…This acquisition is a bold strategic step for our online services business, and we should all be excited by the possibilities that lie ahead with aQuantive and Microsoft working together.  Our opportunity is to provide the best experiences for users, advertisers, and publishers, delivered via great software + services, a world-class ad platform, and the industry’s leading sales and support organization.

aQuantive describes itself as:

aQuantive, Inc., a digital marketing company, was founded in 1997 to
help marketers acquire, retain and grow customers across all digital
media. Through its operating units, Avenue A | Razorfish, a
full-service interactive agency, Atlas, a provider of digital marketing
technologies and expertise, and DRIVEpm and MediaBrokers, digital
performance media companies, aQuantive is positioned to bring value to
any interaction in the digital marketplace. aQuantive is headquartered
in Seattle, Washington.




Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

A TV Streaming Service Is Designed Just For Kids

Toca TV is a new platform offering thousands of original and curated children's videos for a monthly subscription fee

Travel Yesterday

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Related Expert

John Gerzema

Trends, Branding, Women Issues

Technology Yesterday

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business

Mobile Yesterday

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

Design & Architecture Yesterday

500 Plastic Chairs Used To Create A Recyclable Pavilion

Design agency CODA built a grandoise art piece from simple lawn furniture


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Retail Yesterday

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Yesterday

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity

Travel Yesterday

Melbourne Hotel Lets Guests Stay In Their Own Chrome Airstream Trailers

Notel is a luxury rooftop with six guest rooms made from vintage 1970s mobile homes

Infants Yesterday

Battery Powered Cradle Will Rock Itself

NoomiNoomi is a clever device that makes it easier to put babies to sleep

Sustainability Yesterday

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects

Fitness & Sport Yesterday

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Home Yesterday

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program

Social Media Yesterday

Instagram Tool Prevents People From Harming Themselves

A new anonymous reporting option on the social media platform hopes to provide better emotional support for users

No search results found.