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Why Microsoft's purchase of Aquantive is So Smart | |
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| Time: 14:27 EST/19:27 GMT | News Source: *Linked Within Post* | Posted By: Robert Stein | ||
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Much is being made about Microsoft's $6 billion acquisition of Aquantive and how the deal is a response to Google's $3.1 agreement to buy DoubleClick. That is true, of course. Microsoft (MSFT), aggressively trying to catch up to Google (GOOG) in the search business, is going to spend whatever it takes not to fall further behind. But that doesn't mean buying Aquantive isn't a shrewd move on its own. The paid search market, dominated by Google, has soared in the last few years. But so has the display ad market -- and Microsoft and Google are betting that's where much growth will occur, which is something I wrote about in a recent issue of Business2.0 magazine. | ||
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| #1 By 8556 (12.210.39.82) at 5/18/2007 3:46:57 PM |
| Microsoft has buckets of money to throw away, if they choose to. Only time will tell if that's what they did with the Aquantive acquisition. |
| #2 By 3653 (68.52.143.149) at 5/18/2007 6:36:59 PM |
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There's definitely no shortage of opinions on this. I first read that MSFT overpaid for it, by paying 12x annual sales. But then I read that google paid 20x sales for DoubleClick.
Whatever. It does seem to be a much higher quality asset than DoubleClick, but I dont know that first-hand. From what I gather, DoubleClick has a ton of traffic (what google can always use more of)... wherease Aquantive has big-time relationships (to match with the sponsorship opportunities they have a waiting abundance of. So maybe both companies made good deals. Regardless, its worth remembering that Microsoft made just over $4B in profit last quarter alone. So, they have some room to err. This post was edited by mooresa56 on Friday, May 18, 2007 at 18:38. |
| #3 By 20505 (216.102.144.11) at 5/18/2007 8:07:50 PM |
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MS and Google. MS vs Google. The tech story of the decade. Who wins? Can both survive when both have gargantuan appetites? Time will tell.
By the way, almost certainly they will want to inhabit the same ecosystem and the both are at the top of the food chain. |
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