Microsoft Buys Aquantive

Now that's what I call a big deal! Microsoft said it was buying Aquantive early on Friday, shocking many observers with a $6 billion purchase price, which is three times the amount it has paid for any other company and an 85 percent premium on Aquantive's closing stock price on Thursday. It is also double what Google agreed to pay for DoubleClick last month. Aquantive's stock rose nearly 80 percent after the deal was announced.fter Google said it was buying DoubleClick, Yahoo announced it was snapping up online ad exchange company Right Media for $680 million. Earlier this week, WPP Group said it would buy ad-serving company 24/7 Real Media for $649 million. Microsoft had been rumored to be in talks to buy 24/7 Real Media, too.