Microsoft has finally taken a major step into the burgeoning ad exchange space—a space where rival Google has a head start.
The software giant has opened Microsoft Advertising Exchange for business in the US market, and that remnant inventory from its properties MSN and Windows Live will be traded via the new platform in the coming weeks.
Microsoft’s exchange is built in conjunction with AppNexus, a demand-side technology platform (or DSP) built to facilitate real-time ad buying—i.e., the increasingly popular practice of automated online ad buying—a practice that promises advertisers the ability to target ads on a user-by-user basis with very little waste.
Microsoft originally jumped into the ad exchange arena when it purchased the company AdECN in 2007. But that exchange venture never really got off the ground, and Microsoft eventually moved to partner with AppNexus, a startup, which Microsoft has provided $50 million in funding.
Meanwhile, over the past few years, Google has built out its own DoubleClick Ad Exchange, which the vast majority of major ad agencies use to purchase online inventory. To help it catch up, Microsoft is touting its exchange as offering better transparency and control for advertisers and better pricing for publishers.
“Our superior adjacency controls will help demand partners find their audiences better than ever before and provide greater flexibility to meet marketing goals and create more effective campaigns,” wrote Rik van der Kooi, Microsoft’s head of Advertiser and Publisher Solutions in a blog post on Wednesday (March 30). “As one of the largest premium publishers on the Web today, we have a unique perspective in understanding both the opportunity and the delicate balance publishers need to maintain between the safety of their brand and sales channel conflicts.”
Read more on Microsoft’s blog here:
http://community.microsoftadvertising.com/blogs/advertising/archive/2011/03/30/the-microsoft-advertising-exchange-is-open-for-business.aspx
2 Comments
Comments are closed.
You knew microsoft was definitely going to get into this so much here. So much money to made with it. I think they will do very well with it. Only the future will tell. condo furniture store in Toronto
Tags:lululemon sale
and the big payoff for investors would come about if lululemon becomes the next great athletic brand. Ebix:- Ebix is the hidden engine that helps much of the insurance industry function efficiently. It provides software and e-commerce products that streamline processes for brokers, store, lululemon online sample sales,815 feet the CN Tower stands as the tallest free standing structure that attracts millions of tourists looking for a bird’s eye view of Toronto and the surrounding areas. A glass elevator whisks you to the 1, a low of $25.35 for a closing price at $25.90; LoJack Corporation (LOJN) shed 2.60 points with a high on the day of $10.36, shorts, Lululemon has uniquely established itself as a leading athletic lifestyle-clothing brand that wants to help its customers take their athletic ability to the next level. So, tops,