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Microsoft Goes After Aquantive for $6 billion

     
1:06 pm on May 18, 2007 (gmt 0)

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In a bid to boost its presence in advertising, Microsoft said Friday that it will acquire Aquantive, a digital marketing and services company, in a deal worth $6 billion.

Microsoft said the deal will help it support more-advanced advertising products and technologies across areas including media planning, video on demand and IPTV. Aquantive produces the Atlas Media Console and Drive PM tools for advertisers and publishers, and owns interactive ad agency Avenue A/Razorfish.


Microsoft to buy Aquantive for $6 billion [news.com.com]
1:32 pm on May 18, 2007 (gmt 0)

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So now a Microsoft-owned company is going to be doing bid management for campaigns on their competitors' networks?
2:20 pm on May 18, 2007 (gmt 0)

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almost 80% premium! Can someone send MSFT my way: I have nothing of value, but then, I don't need $6 billion :)
2:37 pm on May 18, 2007 (gmt 0)

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So do ya go with DoubleClick or Atlas for an ad server now? If DoubleClick was to expensive at 3.1B, how is Atlas a deal at 6B? Maybe the revenue from the agency unit makes it more financially attractive.
3:05 pm on May 18, 2007 (gmt 0)

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I see Microsoft and Yahoo competing against Adword and ADsense
3:58 pm on May 18, 2007 (gmt 0)

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Doubleclick got bought for 15x revenue. Not profit but revenue...that's insane. And now this latest move to buy AQNT for $6B. Wow.
4:58 pm on May 18, 2007 (gmt 0)

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And now Microsoft also owns a company that does SEO/SEM (Avenue A Razorfish). Google bought an SEO/SEM firm (Performics) with the acquisition of Doubleclick.
6:26 pm on May 18, 2007 (gmt 0)

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how it come these big companies buying such unknown companies for such a high prices!

will they buy my company? i gonna sell for 100.000$

7:09 pm on May 18, 2007 (gmt 0)

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Hey I have ppc management software, I'll even sell it for only $1 billion. Bill Gates if you are reading this send me a pm.
7:26 pm on May 18, 2007 (gmt 0)

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>> how it come these big companies buying such unknown companies for such a high prices!

Which of these companies are you considering "unknown"? DoubleClick, Avenue A ¦ Razorfish and Atlas are giants in their industries.

7:52 pm on May 18, 2007 (gmt 0)

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They all survived the dotcom crash too, so their management is fairly wise and got the scars to prove it.
8:44 pm on May 18, 2007 (gmt 0)

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1 Billion? Come on Bidvertiser only wants 1 million
10:16 pm on May 18, 2007 (gmt 0)

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maybe this will help improve the adCenter interface... or some other free offerings from MS similar to Analytics from Google...
10:43 pm on May 18, 2007 (gmt 0)

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Both DoubleClick and aQuantive were bought for the opportunity they give to Google and Microsoft. So you can't value these deals by looking at the price to earnings ratios. They are both the necessary expenses needed to keep in the game.

A lot will depend on the corporate cultures of all the companies involved and how well they can meld together.

I suspect that neither DoubleClick or aQuantive will do real well in the short term with their new owners. There will be some blood spilled, egos hurt and some executives will leave before either acquistion settles down in the new culture.

10:55 pm on May 18, 2007 (gmt 0)

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maybe this will help improve the adCenter interface

That isn't likely to happen as a result of this deal. Ever see the Atlas search interface or functionality? Hasn't really changed since it was GoToast & designed to integrate with a straight auction based PPC model born by GoTo.com back in 97 or so.

12:37 am on May 19, 2007 (gmt 0)

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When you have tons of money, you tend to lose your perspective on its value.

An affliction, unfortunately, that I don't have!

7:44 am on May 19, 2007 (gmt 0)

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All this reaction craziness reminds me of when Register.com bought afternic following NetSol's purchase of greatdomains. Price: $48.6 million in stock and cash... Problem: seeing competition, not value.

p/g

3:35 pm on May 19, 2007 (gmt 0)

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How much money can Steve possibly keep throwing down the toilet until it gets clogged?
4:56 pm on May 19, 2007 (gmt 0)

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expanding your own ad distribution channels by buying up shady ones, is never wise. because we can opt out of things once they're integrated, the truth of their worth will come out... about $6B too late...

[cdt.org...]

2:54 am on May 23, 2007 (gmt 0)

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The Avenue A /Razorfish division will give MSN a feedback channel for existing products, new products, and their competitor's products that should prove to be invaluable.

JL