Instant Gratification: Microsoft Buys aQuantive

Always nice to make a good call, and Jason Jones made a great one yesterday--that aQuantive would be one of the next digital advertising companies to go in the panicked land-grab of the web elephants.  Even Jason probably didn't imagine that he'd be so right so soon, but we're proud of him.

Sick of forever being outbid and then having to mumble about "expensive" amid the Google-Yahoo celebrations, Microsoft made a preemptive offer on this one.  At 2% of Microsoft's market value, the acquisition is still a tuck-in, but it's the biggest one in Microsoft's history.  aQuantive won't solve all of Microsoft's web problems, but it will solve some of them.  Most importantly, it will mean that Microsoft's web business must--at least temporarily--be taken seriously again.   

Comments

[Pete Prestipino]

I agree completely - Microsoft will now be taken much more seriously by Web business professionals. This announcement overshadowed however what I believe is a potentially even more important development for Microsoft - the release of their affiliate network.

[Jack merr]

Not a bad move. This will put MS in the middle of Print, TV and iNet.
Although some parts of aQuantive could be split off and sold, I don’t see that happening.
Stay tuned for more buys in the media arena

[P-]

Microsoft is addressing the easiest part of its internet strategy problem first. The enterprise portion!

[OilGasFutures.Com]

is it true that aQantive serves more impressions than doubleclick???
not sure, does someone know the stats?

[Jeff]

It's not only the ad strategy that is coming together. It is web development that is coming together as well with products like Silverlight. Silverlight can't be easily matched by anybody, not by Google not by Yahoo. It took 8 years to get the .NET framework established eventhough MS has incredible language experience like nobody else.
By bringing the .NET runtime into the browser, supported on Firefox and Mac and Linux, MS will turn developers back onto MS turf. .NET will be the API to develop appealing RIA over the internet not JavaScript/AJAX ala Google, not Flash.

[cfJeff]

Adobe Flash, Flex, and Apollo are years ahead of Microsoft and Silverlight. More mature, more features, cross platform and actually in use TODAY. You probably use these products and don't even realize it.

Cross platform to Microsoft means it will run on other platforms but it won't be the same experience. And I think you better check the linux support. I doubt you'll find any Microsoft Support contract for that one.

Microsoft continues to squander their cash in desperate bids for a slice of an imaginary pie while Google and Adobe are baking pies.

[cfJeff]

Adobe Flash, Flex, and Apollo are years ahead of Microsoft and Silverlight. More mature, more features, cross platform and actually in use TODAY. You probably use these products and don't even realize it.

Cross platform to Microsoft means it will run on other platforms but it won't be the same experience. And I think you better check the linux support. I doubt you'll find any Microsoft Support contract for that one.

Microsoft continues to squander their cash in desperate bids for a slice of an imaginary pie while Google and Adobe are baking pies.

[aizheng]

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