This morning Microsoft Corp. (NASDAQ: MSFT) announced that it's buying aQuantive Inc. (NASDAQ: AQNT) for $6 billion, an 85% premium to its market price. Why is this deal happening? To compete with Google Inc. (NASDAQ: GOOG).

Last year my firm conducted a client-sponsored study of the email marketing industry. The top performing company in that research was AQNT. After interviewing the senior executives there, it became clear that email marketing offers a compelling benefit for a corporate advertiser -- the ability to measure return on advertising.

The reason Microsoft wants this ability is to help it compete with GOOG for online advertising dollars. That's because AQNT's technology enables companies to track what happens to their spam. Specifically, AQNT's Avenue A service targets emails depending on observed online behavior.

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Why Microsoft is spending $6 billion on aQuantive originally appeared on BloggingStocks on Fri, 18 May 2007 10:30:00 EST. Please see our terms for use of feeds.