At A Great Expense, Microsoft Finally Gets Itself An Ad Firm

from the done-deal dept

The trend that was started when Google bought DoubleClick may have finally run its course as Microsoft has announced the purchase of Aquantive for $6 billion. This is almost double the price that Google paid for DoubleClick, which was the original company that Microsoft wanted to buy. But because Microsoft took so long to get a deal done, the value of online advertising firms has gone way up. Not only has Aquantive been rallying on anticipation of a buyout, but Microsoft had to pay nearly an 80% premium to get the deal done. Also boosting the valuation is the fact that Aquantive recently turned in great quarterly results, which probably gave the company a lot of leverage during negotiations. At this point, there really aren't many independent companies like this left. Now attention will turn to Valueclick, although it's not clear that there's anyone left to buy them out, other than, perhaps, a traditional advertising firm looking to expand its internet business.
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  1. identicon
    Anonymous Coward, 18 May 2007 @ 10:31am

    Re: Re: Microsoft only did this because of bad pre

    Sweet. now all we have to do is run lots of stories about opening up APIs and how they should stop patent trolling and then maybe MS has a shot at becoming cool again.

    You will need to get the major stock news firms to publish articles. Investors are gullible enough to believe anything they read.

    As crappy as MS is, it is still the coolest product on the market.

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