Microsoft to Acquire Advertising Marketplace

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Microsoft seems to be pretty much aggressive on its advertising program the past couple of days. After sealing an advertising placement deal with Digg, the company then announced that it is buying AdECN, an advertising exchange platform, a virtual marketplace for buying and selling display ads. This comes right before another press release about the creation of  Applied Research Group which will be Microsoft’s arm in developing innovations in search ad technologies.

Kevin Johnson, president, Platforms and Services Division explained the reason behind Microsoft’s plan to acquire AdECN:

We believe the addition of AdECN to the Microsoft portfolio is a perfect fit and will create more efficiency for the industry by forming a more robust marketplace between advertisers and publishers, aggregating more supply and demand. This is good for the whole advertising industry.”

Relating this to my previous post about the Microsoft-Digg deal, it is but natural that Microsoft should step up its online advertising programs. And the Microsoft-Digg deal just is all it needed to wake up and finally smell the profitability of the online advertising industry.

Google has been dominating the online advertising industry, its about time that another major player comes into the scene and shake Google’s dominace a little. Granting of course  that Microsoft’s advertising program could provide more revenues for advertisers and earnings for publishers.

Arnold Zafra
Arnold Zafra writes daily on the announcements by Google,, Yahoo & MSN along with how these announcements effect web publishers. He is currently building three niche blogs covering iPad News, Google Android Phones and E-Book Readers.
Arnold Zafra
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  • Mukesh

    Go Microsoft! we need someone to break Google’s monopoly for good; to give rise to fair playing grounds for both advertisers and publishers.. Frankly, as a publisher, I am tried of earning pennies for directing my site visitors to crappy websites. 100 clicks for $5.. how does that sound? I am not doing social service around here displaying ‘next to free’ ads.

    I wonder if adcenter will come up with a adsense similar program. I can’t wait to discard adsense..

  • Neil Bant

    I’d take up alternative adds for search engine facility.

  • Neil Bant

    I’d take up alternative ads for search engine facility.