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Microsoft Ad Business In Doubt After $6.2 Billion Write-Off

Time: 14:42 EST/19:42 GMT | News Source: InformationWeek | Posted By: Robert Stein

With its $6.3 billion purchase of aQuantive in 2007, Microsoft sought to become an instant player in the lucrative business of serving up display ads for literally millions of websites. A half-decade later, those hopes are in tatters, as the company on Monday said it will write off almost the full cost of the digital ad unit. Microsoft's $6.2 billion write-down of aQuantive's goodwill-the value of the business beyond its tangible assets-by roughly the same amount it paid for the company is an admission that its plan to become a major distributor of Web advertising has failed. The charge is expected to wipe out most of Microsoft's profits for its fiscal fourth quarter, ended June 30. Results will be announced July 19.