Microsoft has recently announced that it has agreed to acquire online advertising exchange AdECN Inc. It further said that the acquisition adds a final element needed to compete with other online advertising players including Google Inc. The AdECN purchase is a crucial constituent of Microsoft’s stratagem to develop a wide-ranging search and display-advertising platform in order to help advertisers and publishers to maximize the return on their digital advertising investments. The financial terms of the deal have not been disclosed yet. Microsoft expects to close the acquisition in the first half of its current fiscal year.
AdECN has technology that serves as a hub where advertising networks can buy and sell display advertising in a real-time auction marketplace. The exchange enables parties to come together and access a larger pool of supply and demand for their clients through a neutral party.
Kevin Johnson, president of Microsoft’s platform and services division, speaking over the deal said, ‘We believe the addition of AdECN to the Microsoft portfolio is a perfect fit and will create more efficiency for the industry by forming a more robust marketplace between advertisers and publishers, aggregating more supply and demand. This is good for the whole advertising industry’.
