Microsoft to purchase Avenue A | Razorfish parent aQuantive in $6 billion deal

Share this article:
Microsoft has agreed to purchase digital marketing company aQuantive in a deal worth $6 billion. AQuantive is the parent company of digital marketing services provider Atlas, online ad space buyer DrivePM and interactive agency Avenue A | Razorfish, whose client roster includes healthcare companies 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 via e-mail, shortly after the deal was announced. “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 firm strives to catch up to Google in the online ad market. Last month, Google agreed to purchase aQuantive rival DoubleClick for $3.1 billion. The deal also marks the fourth major Web ad acquisition since April 13, when Google announced the DoubleClick deal. WPP Group agreed to buy digital marketing agency 24/7 Real Media. And last month, Yahoo! agreed to buy the 80% of online media firm Right Media it doesn’t already own.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...