Microsoft to Aquire AdECN

News has just emerged that Microsoft is to purchase display ad exchange company AdECN. This purchase is expected to be completed in the first half of 2008.

There has been a rush of late, by the search engine giants, to consolidate with the smaller companies offering ad space. First, there was the acquisition of Right Media by Yahoo, which will soon be competing with the launch of Google’s exchange which was made possible by its purchase of advertising company Doubleclick.

Microsoft’s aim in acquiring AdECN is “to develop a comprehensive search and display advertising platform helping advertisers and publishers to maximise return on investment (ROI) on their digital advertising investments."  

Microsoft have has a busy time of late in the arena of online ad space. It has recently agreed to a three year deal to serve ads on Digg (a social news site) and it has also announced plans for a new ‘research centre’ which will focus on search and display advertising.

Microsoft also bought online ad agency aQuantive back in May and thus is making sure it’s amour is in place ready to do battle with Google and Yahoo for its share of the online marketing sector.

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