| Microsoft going for Aquantive |
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| Sunday, 20 May 2007 | |||||
Aquantive is responsible for the Atlas Media Console, which is a digital marketing platform, the DRIVEpm tools for optimizing information exchange between advertisers and publishers, and owns interactive ad agencies Avenue A Razorfish and i-FRONTIER. It is Microsoft's largest deal to date, showing the growing importance of online marketing, but also their intent on supporting advanced advertising products and technologies. As a software company Microsoft acknowledges the growing importance of the online advertising industry, and its need for online and IP-served platforms. Acquiring Aquantive is the next logical step in evolving their own advertising network, which went from investing in MSN, Xbox Live and Windows Live, and now to the full capacity of the Internet. With the acquisition, Microsoft aims to be able to offer advertisers, publishers and advertising agencies a compound online marketing package, including services and technology tools. This package can be applied on Microsoft's own network or any other online distribution channel, such as websites out of the Microsoft network, or Internet television. It seems the shift away from traditional media and into online marketing has at last begun. The price tags of all the recent acquisitions are indicators that some very big media and agency firms are staking their bets online. Microsoft is trying to expand out and they're aware they're behind. Closing this deal in the middle of an ongoing strategy to promote Windows Live adds complexity to the operation. However, Microsoft is confident this expansion will drive growth faster than by trying to develop a similar service internally, and that, high as the price may seem, the market opportunities with this deal run in the tens of billions of dollars.
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