Microsoft says has all it needs for ad business

SEATTLE (Reuters) - Microsoft Corp. MSFT.O said on Wednesday it now has "all the pieces" it needs to build a successful advertising business after its acquisition of digital advertising company aQuantive Inc. AQNT.O.

Speaking at the Goldman Sachs Internet Conference in Las Vegas, Microsoft Chief Advertising Strategist Yusuf Mehdi said the company does not need to acquire more scale in order to be a success.

Last week, Microsoft said it would acquire aQuantive for $6 billion to gain a foothold in the online advertising business dominated by its rivals Google Inc. GOOG.O and Yahoo Inc.YHOO.O.

Still, some Wall Street analysts said Microsoft needed to buy an established Internet player like Yahoo to gain scale to take on Google.

When asked by Goldman Sachs analyst Anthony Noto whether there would be assets from Yahoo that could help Microsoft, Mehdi said, “From where we are today, I think we have all the pieces.”

Shares of Microsoft rose 4 cents to $30.73 in midday Nasdaq trading, while Yahoo shares fell 3 cents to $28.95,