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NEW YORK Microsoft said it would buy aQuantive for $6 billion in cash, a deal disclosed less than 24 hours after WPP Group’s $649 million acquisition of 24/7 Real Media.
The transaction, which must clear regulatory approval, will wed Microsoft’s technology firepower with aQuantive’s ad serving and network businesses.
It also means Microsoft will own the largest interactive ad agency in the U.S., Avenue A/Razorfish, putting it in the position of both buying and selling online ads.