Microsoft buys AdECN

Microsoft has bought AdECN Inc, an online ad exchange company in an effort to compete more effectively with Google and Yahoo in online advertising. AdECN was formed in 2003 and is a place for ad networks to auction online ad inventory. Other major players Google and Yahoo are also following similar paths, with Google in the process of acquiring DoubleClick and Yahoo having bought out Right Media just a few months back. According to Microsoft, “AdECN market advertising networks trade on behalf of their advertisers and publishers. This means that AdECN supports, rather than competes with, the various players in the online advertising industry.”