RealTime IT News

Microsoft's aQuantive Buy Moving Forward

Microsoft's $6 billion purchase of online ad company aQuantive is moving closer to completion, having just cleared an antitrust regulatory hurdle.

Under the Hart-Scott-Rodino Antitrust Improvements Act, companies proposing to merge have to give regulators up to 30 days to scrutinize the deal. Microsoft  said the 30-day period has expired without a request by regulators for further information.

"We're pleased the 30-day review period concluded without a second request," Microsoft spokesman Guy Esnouf told internetnews.com. "We now think the transaction will be concluded by the end of the year if not considerably sooner."

He noted Microsoft is also waiting for the approval of certain regulatory bodies in other countries, but does not anticipate any delays with those either.

aQuantive has seen significant growth in the decade since its inception, evolving to include three main brands: Atlas, which makes the Media Console advertising platform; DRIVEpm, which provides ad services that match advertiser campaigns with publisher inventory; and Avenue A | Razorfish, which, as one of the largest online ad agencies in the world, provides advertisers digital marketing consultation along with media planning and buying.

When the acquisition was announced back in May, Microsoft said it plans to use the aQuantive assets to create next-generation advertising systems, including cross media planning, video-on-demand and IPTV. aQuantive, a long-time customer and supplier of Microsoft, will continue to operate from its Seattle headquarters as part of Microsoft's Online Services Business.