Microsoft Purchases AdECN Ad Exchange

Microsoft announced that it will purchase AdECN, an online ad exchange that competes with Yahoo!'s RightMedia and, presumably, the forthcoming DoubleClick exchange. Assuming that the deal goes through and Google's acquisition of DoubleClick isn't blocked by regulators, all the major search engines will have extended graphical ad distribution through so-called exchanges. This is obviously about […]

Microsoft announced that it will purchase AdECN, an online ad exchange that competes with Yahoo!'s RightMedia and, presumably, the forthcoming DoubleClick exchange. Assuming that the deal goes through and Google's acquisition of DoubleClick isn't blocked by regulators, all the major search engines will have extended graphical ad distribution through so-called exchanges. This is obviously about building out more distribution and reach for Microsoft advertisers.

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