Online ad specialists demanding top dollar; Microsoft's deal to buy aQuantive is one of many in the works as firms vie for Web advertising dominance.(News)

B to B, June, 2007 by Krol, Carol

Byline: CAROL KROL

When Microsoft Corp. last month said it would plunk down a cool $6 billion to acquire Seattle-based aQuantive, few industry watchers batted an eye at the hefty price tag.

That's because the deal-the largest in Microsoft's history-is just one of many announced in recent months as top Internet players vie to snap up online advertising specialists. These buyers are determined to position themselves front and center to take advantage of the continued record-setting growth in Internet advertising.

"All this money is being spent in order to build large inventories and large positions on the belief many people have that ultimately there will only be a handful of major competitors,'' said Mark Stahlman, a technology strategist at...

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