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% higher than Seattle-based aQuantive’s Thursday closing share price. (BBC NEWS)
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