Microsoft to buy aQuantive

The newswires and the public imagination is already full of this story, so here’s CRMchump’s take on the story brought to you by this blogger’s day job, a little news outlet we like to call Budapest Business Journal. Kudos and thanks to the online editor, the lovely Nora Szale.

The story: Microsoft Corp., the world’s largest software maker is paying $6 billion to buy Seattle-based digital marketing firm aQuantive in its biggest-ever acquisition.

The all-cash takeover will allow Microsoft Corp. to expand into the highly lucrative internet advertising market that Google and Yahoo have targeted. AQuantive advises agencies and website publishers on putting adverts online, connecting buyers and sellers.

Google announced last month it would buy DoubleClick Inc., which competes with aQuantive in creating internet ads and measuring whether they reach their targeted audience.

Microsoft beat out other bidders for aQuantive, CFO Chris Liddell said on a conference call today. The $66.50 per share offer is 85 percent higher than Seattle-based aQuantive’s Thursday closing share price.