Microsoft To Acquire Aquantive

Software giant Microsoft is to acquire the digital marketing company Aquantive for $6 billion, it has been announced. The move is part of a wider effort from the company to expand its presence in the lucrative world of online advertising.

After the acquisition, Microsoft will acquire Seattle-based Aquantive's Atlas Media Console and Drive PM solutions for advertisers and publishers. Microsoft chief executive Steve Ballmer said: "The advertising industry is evolving and growing at an incredible pace, moving increasingly toward online and IP-served platforms, which dramatically increases the importance of software for this industry.

"Today's announcement represents the next step in the evolution of our ad network." Microsoft will also gain control of Aquantive's own interactive advertisement agency, Avenue A Razorfish. In April, Google won the race to acquire the ubiquitous internet advertiser Doubleclick, paying $3.1 billion for the company.

The New York-based Doubleclick was founded in 1995 by Kevin O'Connor and Dwight Merriman.