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.

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