Microsoft Acquires AdECN
Microsoft continues to invest in online advertising to be able to compete with major rivals Yahoo and Google. In the last few months, the firm has made three digital acquisitions; first it was European mobile advertising firm ScreenTonic, then big aQuantive for $6 billion (Microsoft’s biggest acquisition in history) and now online advertising exchange firm AdECN. According to Microsoft, AdECN would add the final element to its online advertising portfolio.AdECN is a real-time, auction-based, marketplace for buying and selling display advertising. It is similar to that offered by Right Media, the firm Yahoo acquired last April for more than $680 million.
“It works much like a stock exchange. A member of the AdECN Exchange buys on the exchange for its advertisers and sells on the exchange for its publishers. This guarantees members the best possible liquidity – fewer campaigns go unfilled, less inventory goes unsold – and more liquidity means higher revenues.The member’s advertisers and publishers benefit, too, from the extreme targeting and impression-based pricing in the AdECN Exchange, which helps members attract and retain the best clients.” [AdECN]
Founded in 2003, and with nearly 30 employees, AdECN brings new capabilities and expertise to Microsoft’s online advertising network AdCenter.
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