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.
Founded in 2003, and with nearly 30 employees, AdECN brings new capabilities and expertise to Microsoft’s online advertising network AdCenter.
Source: enbite
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