Mumbai: Microsoft Corp. has acquired privately held AdECN, an online hub
for buying and selling internet ad space, marking its latest push into a sector
led by rivals Google Inc. and Yahoo Inc.
Barbara, California-based AdECN, which launched its service in October 2005, works
like a stock market for advertisers and publishers to buy and sell advertising,
Kevin Johnson, president of Microsoft`s platforms and services division, said
at an analyst meeting.
conducts real-time auctions for internet ad space that are triggered when an individual
surfs onto a page owned by an AdECN member. The system instantaneously culls demographic
data about the individual, which is factored into bidding that is carried out
based on members'' predefined criteria.
it takes to begin and end the auction and display the ad is just 12 milliseconds,
buy "seats" on the exchange, the same way seats are bought on the New
York Stock Exchange. The cost of the seats vary according to a member`s projected
volume and the quality of its traffic, according to AdECN`s Website.
agencies in AdECN''s ad exchange include AMS Global Online, A Simple Internet,
and Sierra Group Marketing. Financial terms of the transaction were not disclosed.
The deal is
the latest step in Microsoft''s campaign to become a major player in the digital
had also announced deals under which it will serve up ads to visitors on the Web
2.0 news site Digg and place electronic ads in sports video games published by
May, it acquired Screen Tonic SA that makes software designed to connect online
advertisers with users of mobile phones and other digital devices. Earlier this
month, Microsoft also
tied up with Ask.com for a paid search programme.
Microsoft is also currently developing a web analytics product code named Gatineau.