Considering that Microsoft already runs it’s own advertising service via adCenter, it was quite a surprise when they bought AdECN. However, AdECN is quite the catch, considering the features that they offer for their advertisers (and the publishers).

Basically, they have advertisers bid for advertising space in their network of websites, which would benefit the website by earning a higher payout. This also benefits the advertiser because they choose the exact websites that they would advertise on (kind of like AdBrite).

Here is the key quote from their press release:

The deal is a key component of Microsoft’s strategy to develop a comprehensive search and display advertising platform helping advertisers and publishers to maximize return on investment (ROI) on their digital advertising investments. Financial terms of the deal were not disclosed.

Suppose this means Microsoft plans on adopting a similar service for adCenter users as well.

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