AdECN’s technology serves as a hub where advertising networks can come together in a neutral, real-time auction marketplace for buying and selling display advertising.
The technology delivers targeted display advertising to specific demographics in real time.
As a user clicks to an AdECN member’s site, the technology will instantly trawl the user’s demographic details and conduct an auction to see who gets to send the user a display ad – all in milliseconds.
The deal is a key component of Microsoft’s strategy to develop a comprehensive search and display advertising platform helping advertisers and publishers to maximise return on investment (ROI) on their digital advertising investments.
Financial terms of the deal were not disclosed.
“Both Microsoft and AdECN have a deep commitment to creating the technologies and platforms that enable advertisers and publishers to maximise their ROI in the digital marketplace,” said Microsoft platforms and services president Kevin Johnson.
“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,” Mr Johnson said.
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