Microsoft agreed to buy digital marketing firm aQuantive in a deal valued at $6 billion.
AQuantive serves as parent company of digital marketing services provider Atlas, online ad space buyer DrivePM and Avenue A | Razorfish, an ad agency whose healthcare client roster includes AstraZeneca, Wyeth and Boston Scientific.
“We’re very excited about the Microsoft deal and the impact it will have on our business,” Avenue A | Razorfish EVP, product development Brad Aronson told MM&M. “Of course, we're as committed as ever to our current clients and look forward to the additional resources we’ll be able to leverage on their behalf.”
The aQuantive deal marks Microsoft’s biggest-ever acquisition as the software firm strives to keep pace with Google in the online ad market. In April, Google agreed to purchase aQuantive rival DoubleClick for $3.1 billion.
The aQuantive/Microsoft deal is the latest in a string of Web ad agency acquisition deals since the beginning of 2007.
In May, WPP Group agreed to buy digital marketing agency 24/7 Real Media.
In April, Yahoo! agreed to buy Right Media.