Microsoft took the dive and picked up aQuantive over the weekend (the deal will be closed in the first half of 2008), signing a merger agreement that tied the two together with the risk of a $500 million settlement if MS backs out.

The move has been reported around the web as a Google vs. Microsoft bid, because Google clearly leads the arms race when it comes to both big time revenues derived from online advertising and areas of specialization.  The truth is, only one competitor can even attempt to rival the search giant, and that is Microsoft.  Yahoo doesn’t have the management talent or the resources to make such an offer.

“The advertising industry is evolving and growing at an incredible pace, moving increasingly toward online and IP-served platforms, which dramatically increase the importance of software for this industry,” chief executive officer Steve Ballmer said. “Today’s announcement represents the next step in the evolution of our ad network from our initial investment in MSN, to the broader Microsoft network including Xbox Live, Windows Live and Office Live, and now to the full capacity of the internet.”  (via m-net.net.nz)

This is an interesting play because it shows the emergence of the Microsoft Live brand, including Windows Live and Office Live.  I for one think the purchase price was horribly high because Microsoft couldn’t stand to lose another web advertising bid.

Some analysts have suggested that Microsoft might have good reason to get cold feet. The $66.50 purchase price — roughly $6 billion in total — represents a whopping 85% premium over aQuantive’s closing share price on Thursday.

The purchase price also represents a sizeable, 67-times-earnings multiple and a revenue multiple of 7.6, based on aQuantive’s projected calendar year 2008 results. (informationweek.com)

Only time will tell, but I wonder if this is Microsoft’s last stand?

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