Microsoft's Berkowitz: Consider aQuantive Deal a Merger

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.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.