Following Google's landmark purchase of Doubleclick, Microsoft decided to go bigger and purchase aQuantive, parent company of Atlas Solutions ( the major competitor of doubleclick), Avenue A/ Razorfish, and Drive PM.  Obviously Microsoft wants to fight on the same level as google, but the interesting thing to me is what the result will be for Avenue A/Razorfish and McCann Erickson (MS agency of record).  I assume that a spinoff of the advertising portion will ensue which will recapture some of the $6.1 billion in cash that they threw out there...or they could cut off part of McCann to save markup.  But I've never seen a great internal ad agency...if they do spin it off then which holding company will pony up the money?