Microsoft has announced it's plans to buy digital ad firm aQuantive, which owns Atlas and Avenue A-Razorfish, for $6 billion in cash. It is apparently the biggest acquisition in Microsoft's history.
From its press release, Microsoft says it sees the purchase as helping it build an advertising platform across various media:
The aQuantive acquisition enables Microsoft to strengthen relationships with advertisers, agencies and publishers by enhancing the Company’s world-class 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, video-on-demand and IPTV. Combining aQuantive’s technologies and services with Microsoft’s portfolio will provide value for the industry’s key constituencies.
The deal is expected to close in the first half of the 2008 fiscal year for Microsoft.
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