Microsoft announced the acquisition of AdECN, an advertising exchange platform company. AdECN’s technology serves as a hub where advertising networks can come together in a neutral, real-time auction marketplace for buying and selling display advertising.
Microsoft is serious about the advertising business. Check out this quote from a C/Net article. "We are hell-bent and determined to allocate the talent, the resources, the money, the innovation to absolutely become a powerhouse in the ad business," Ballmer said.
Earlier this year Microsoft acquired aQuantive, a large advertising and creative company which includes; Atlas and DRIVEpm for advertisers and publishers, and Avenue A / Razorfish, one of the largest online ad agencies.
These two advertising acquisitions supplement Microsoft's AdCenter which recently announced ad deals with Facebook, Digg, and EA Sports.
For the first time in history Microsoft will spend more on acquisitions than on internal R&D. And remember that Microsoft spends more than $6 Billion annually on R&D. This is a BIG change and signals that Microsoft is serious about the advertising business.
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