This is “a watershed week for advertising in general,” said Rich LeFurgy, a former Madison Avenue executive who is an online advertising consultant and investor. “The boundary between ad agencies and ad media has been breached at the highest level. That’s never happened before.”
To understand how hot the market for online advertising technology has become, consider aQuantive’s stock price, which opened the year at about $25 a share. The company’s shares jumped when Google said it would buy DoubleClick for what many analysts thought was a steep price. Microsoft ultimately offered $66.50 a share in cash for aQuantive, an 85 percent premium over its closing price Thursday. Shares of aQuantive soared 78 percent yesterday, to $63.79.
Internet Giants Vie to Snap Up Web Ad Firms
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