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  <TITLE> aQuantive, Inc. (Form: 8-K) </TITLE>
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  		UNITED STATES<BR>
  	SECURITIES AND EXCHANGE COMMISSION
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  	WASHINGTON, D.C. 20549
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  	FORM 8-K
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  	CURRENT REPORT
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  	Pursuant to Section&nbsp;13 or 15(d) of the Securities Exchange Act of 1934
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  	Date of Report (Date of Earliest Event Reported):
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  	&nbsp;
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  	January 16, 2007
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  	aQuantive, Inc.
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  <BR>__________________________________________<BR>
  	(Exact name of registrant as specified in its charter)
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  	Washington
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  	0-29361
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  	91-1819567
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  _____________________<BR>
  	(State or other jurisdiction
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  _____________<BR>
  	(Commission
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  ______________<BR>
  	(I.R.S. Employer
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  	of incorporation)
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  	File Number)
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  	Identification No.)
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  	821 Second Avenue, 18th Floor, Seattle, Washington
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  	98104
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  _________________________________<BR>
  	(Address of principal executive offices)
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  ___________<BR>
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  	Registrant&#146;s telephone number, including area code:
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  	206-816-8800
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  	Not Applicable
  <BR>______________________________________________<BR>
  	Former name or former address, if changed since last report
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  	&nbsp;
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  <!-- CoverPageRegistrant END --><P><FONT SIZE="2">
  Check the appropriate box below if the Form 8-K filing is intended to
  simultaneously satisfy the filing obligation of the registrant under any
  of the following provisions:</FONT>
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  <P><FONT SIZE="2">
  [&nbsp;&nbsp;]&nbsp;&nbsp;Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)<br>
  [&nbsp;&nbsp;]&nbsp;&nbsp;Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)<br>
  [&nbsp;&nbsp;]&nbsp;&nbsp;Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))<br>
  [&nbsp;&nbsp;]&nbsp;&nbsp;Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))<br>
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  <B>
  	Item 8.01 Other Events.
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  Effective January 16, 2007, the Avenue A | Razorfish business unit of aQuantive, Inc. (the "Company") established a business alliance with Digital Palette, Inc., a company formed under the laws of Japan. Dentsu, Inc., the largest marketing services firm in Japan, directly and through its affiliates is the majority shareholder of Digital Palette.  The purpose of the business alliance is to build a close relationship through activities such as joint training to facilitate sharing of know-how, and collaboration in serving needs of global clients and in developing new clients.  <br><br>As part of this business alliance, a wholly owned subsidiary of aQuantive acquired newly issued shares of Digital Palette, so that it now owns 19.4% of Digital Palette's outstanding equity, and is the second largest shareholder of Digital Palette after Dentsu and its affiliates.  aQuantive expects to account for this investment on a cost basis.  A representative of Avenue A | Razorfish will join the Digital Palette board of directors.  Effective February 1, 2007 Digital Palette is expected to be rebranded as Dentsu | Avenue A | Razorfish.  <br>
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  	SIGNATURES
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  	Pursuant to the requirements of the Securities Exchange Act of 1934, the
  	registrant has duly caused this report to be signed on its behalf by the
  	undersigned hereunto duly authorized.
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  	aQuantive, Inc.
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  <I>
  	January 16, 2007
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  	By:
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  <I>
  	Linda Schoemaker
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  <I>
  	Name: Linda Schoemaker
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  	Title: SVP and General Counsel
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metadata_documents: [{"type": "8-K", "sequence": "1", "filename": "htm_17558.htm", "description": "LIVE FILING", "secsgml_size_bytes": 9316}]
metadata_filer: {"company-data": {"conformed-name": "AQUANTIVE INC", "cik": "0001071806", "assigned-sic": "7389", "irs-number": "911819567", "state-of-incorporation": "WA", "fiscal-year-end": "1231"}, "filing-values": {"form-type": "8-K", "act": "34", "file-number": "000-29361", "film-number": "07530561"}, "business-address": {"street1": "821 SECOND AVENUE, SUITE 1800", "city": "SEATTLE", "state": "WA", "zip": "98101", "phone": "2068168700"}, "mail-address": {"street1": "821 SECOND AVENUE, SUITE 1800", "city": "SEATTLE", "state": "WA", "zip": "98104"}, "former-company": {"former-conformed-name": "AVENUE A INC", "date-changed": "19991104"}}
text: aQuantive, Inc. (Form: 8-K)
  UNITED STATES
  SECURITIES AND EXCHANGE COMMISSION
  WASHINGTON, D.C. 20549
  FORM 8-K
  CURRENT REPORT
  Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934
  Date of Report (Date of Earliest Event Reported):
  January 16, 2007
  aQuantive, Inc.
  __________________________________________
  (Exact name of registrant as specified in its charter)
  Washington
  0-29361
  91-1819567
  _____________________
  (State or other jurisdiction
  _____________
  (Commission
  ______________
  (I.R.S. Employer
  of incorporation)
  File Number)
  Identification No.)
  821 Second Avenue, 18th Floor, Seattle, Washington
  98104
  _________________________________
  (Address of principal executive offices)
  ___________
  (Zip Code)
  Registrant's telephone number, including area code:
  206-816-8800
  Not Applicable
  ______________________________________________
  Former name or former address, if changed since last report
  Check the appropriate box below if the Form 8-K filing is intended to
  simultaneously satisfy the filing obligation of the registrant under any
  of the following provisions:
  [  ]  Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)
  [  ]  Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)
  [  ]  Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))
  [  ]  Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))
  Top of the Form
  Item 8.01 Other Events.
  Effective January 16, 2007, the Avenue A | Razorfish business unit of aQuantive, Inc. (the "Company") established a business alliance with Digital Palette, Inc., a company formed under the laws of Japan. Dentsu, Inc., the largest marketing services firm in Japan, directly and through its affiliates is the majority shareholder of Digital Palette.  The purpose of the business alliance is to build a close relationship through activities such as joint training to facilitate sharing of know-how, and collaboration in serving needs of global clients and in developing new clients.
  As part of this business alliance, a wholly owned subsidiary of aQuantive acquired newly issued shares of Digital Palette, so that it now owns 19.4% of Digital Palette's outstanding equity, and is the second largest shareholder of Digital Palette after Dentsu and its affiliates.  aQuantive expects to account for this investment on a cost basis.  A representative of Avenue A | Razorfish will join the Digital Palette board of directors.  Effective February 1, 2007 Digital Palette is expected to be rebranded as Dentsu | Avenue A | Razorfish.
  Top of the Form
  SIGNATURES
  Pursuant to the requirements of the Securities Exchange Act of 1934, the
  	registrant has duly caused this report to be signed on its behalf by the
  	undersigned hereunto duly authorized.
  aQuantive, Inc.
  January 16, 2007
  By:
  Linda Schoemaker
  Name: Linda Schoemaker
  Title: SVP and General Counsel