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.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team


Reader Comments

Subscribe: RSS

View by: Time | Thread


  1. identicon
    ThunkDifferent, 18 May 2007 @ 2:48pm

    Re: Microsoft only did this because of bad press

    oh, I don't know, i think it was to keep a competitive edge. Did they lose money, hell yes. Do they have way more to burn, hell yes. This was expensive, but i don't see how it will take 40 years to make back, perhaps a few, besides i think it was a secondary damage control purchase, it was NOT their first choice. Doubleclick was their first choice, this was their second, now Yahoo, who wanted a deal too is out in the cold. Bring on the cola wars.

    http://ThunkDifferent.com

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Make this the First Word or Last Word. No thanks. (get credits or sign in to see balance)    
  • Remember name/email/url (set a cookie)

Follow Techdirt
Advertisment

Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Discord

The latest chatter on the Techdirt Insider Discord channel...

Loading...
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.