“Microsoft said Friday it will purchase online advertising firm aQuantive Inc. for about $6 billion in cash, paying a premium to catch up with major ad deals by its competitors over the last six weeks.

The $66.50-per-share purchase price represents an 85 percent premium to aQuantive’s Thursday closing price of $35.87.

It comes just one day after WPP Group PLC, the world’s second-largest advertising and marketing conglomerate, said it would buy online advertising company 24/7 Real Media Inc. for $649 million. Microsoft had been widely seen as a potential bidder for 24/7.”

I guess the online ad-firm purchases made by Google and Yahoo made Microsft a bit nervous. Don’t worry though, the acquisition is expected to impact Microsoft’s financial guidance.

Source: MSNBC