At a JP Morgan Technology conference Tuesday (link to webcast), Steve Berkowitz, Microsoft's senior VP of online services, told investors that they should consider the company's $6 million purchase of aQuantive as "more of a merger" than an acquisition, according to Seattle P-I blogger Todd Bishop.
At the conference, Berkowitz told investors:
I look at it more as a merger. ... There are certain acquisitions you acquire to look at and say, 'OK great, there's lots of cost synergies, and how are you going to do that.' We look at the aQuantive acquisition as one of revenue opportunity and relationship opportunity. ... We didn't have a strong publisher-facing relationship. ... We have a very strong advertiser connection but we didn't have the tools for the advertisers. So we look aQuantive as an additive, or more of a merger of businesses, and that for us is really exciting, because it's getting us into places we weren't in before.