Foreign media sources said, Microsoft is considering the acquisition of aQuantive’s subsidiary when the product Avenue
A / Razorfish .2007 sold to WPP Group, in August, Microsoft to set up with GOOGLE
The DOUBLECLICK competing online advertising platform, USD 6.0 billion investment leading Internet advertising company acquired aQuantive, aQuantive CEO Brian by
McAndrews after the acquisition the company as senior vice president. At Avenue
A / Razorfish is considered an integral part of aQuantive also came with the acquisition. In the acquisition at that time, Microsoft’s Avenue
A / Razorfish acquisition is in fact a little interest, or through several rounds of negotiations Cai Bei to persuade. One year later, and she continued to hold Microsoft is not interested Avenue
A / Razorfish.
When acquisition of aQuantive, Avenue
A / Razorfish in their share of total revenue 60% share of Vietnam, such as this projection, the market value of at least 36 billion U.S. dollars. But, perhaps because it is difficult to find willing and able to buy out such a large Avenue
A / Razorfish, while not his competitor. Microsoft intends to address to the world’s leading advertising group WPP. And Microsoft’s huge compared to this system, although the advertising market, the market is no comparison, WPP as a whole the company’s valuation is only 10.7 billion U.S. dollars. and other international advertising groups have generally lower than the market price. see USD 3.6 billion acquisition almost impossible.
Sources estimate that Microsoft, after careful assessment, will open a 800 million dollar price, and this is their view WPP can accept a maximum price. Merger was able to reach, will depend on the negotiations.
For now the U.S. advertising market point of view, I think even the 800 million U.S. dollars, WPP also may be reluctant to eat this advertising. I believe will be more round of contact and negotiations. But I think, ultimately will be suitable WPP the price of admission this company.