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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.
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.
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.