Microsoft Moves Deeper Into Online
investing further in online advertising by acquiring AdECN, Inc., an
ad exchange based near Santa Barbara (CA). Founded in 2003, AdECN
brings relevant technologies and domain expertise to the Microsoft
real-time auction marketplace for buying and selling display
advertising is akin to that offered by Right Media, the company
Yahoo agreed to buy outright for more than $680 million in April.
its desire to break into online adverting clear in May when it
placed a stunning bid to acquire aQuantive, which includes the ad
network Atlas, for $6 billion.
Also in May,
Microsoft said it was acquiring European mobile advertising company
ScreenTonic in a bid to expand its mobile expertise. ScreenTonic has
relationships with some of the largest mobile providers in Belgium,
France and the U.K. The firm currently markets an inventory of 80
million page impressions every month.
is expected to be completed in the first half of Microsoft's fiscal
year 2008. AdECN, which has approximately 30 employees, will
continue to operate from its California headquarters as part of
Microsoft's Online Services Business.