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January 30, 2008
Microsoft to Serve up Ads to Wall Street Journal Online
By Raju Shanbhag TMCnet Contributing Editor
Microsoft (News - Alert) has landed another lucrative deal to serve ads on the Wall Street Journal. The company has announced that it will be the exclusive third-party provider of contextual and paid search ads for the Wall Street Journal online and several other Dow Jones-owned sites.
WSJ is not the only online spot where Microsoft will be serving ads. The company will also be serving ads Marketwatch.com, Barrons.com, and AllThingsD.com. Also, Microsoft will begin serving contextual ads on Dow Jones sites next month.
Following Microsoft's expanded ad-serving deal with Facebook (News - Alert) in October, this deal is the latest in a string of deals. In December, Microsoft announced a deal with Viacom that it valued at $500 million. The valuation of the deal was a subject of speculation for a while as the company has not provided specifics as to how it arrived at that figure for the Viacom deal.
Microsoft Senior Vice President Brian McAndrews said in a statement: “This deal is a significant win for Microsoft for two key reasons. First, it makes the extended Microsoft advertising network the premier destination for advertisers interested in reaching financially minded users, as it complements our offering in this vertical through MSN Money and other syndication partners. Second, this deal is a strong indicator that we're gaining significant traction with our advertising platform.”
The Wall Street Journal expects this deal to boost the company's ad revenue. The company believes that Microsoft's state-of-the-art advertising platform will enable the company to dramatically improve its revenues from this key sector.
The Viacom and Edgar Online deals use the Atlas technology acquired as part of Microsoft's $6 billion Aquantive purchase. But the Dow Jones deal will use Microsoft's homegrown AdCenter product. While securing this deal, Microsoft comfortably beat two smaller firms that were providing similar services to Dow Jones; Business.com, for paid search and Pulse360, for contextual ads.
Raju Shanbhag is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users. Today’s featured white paper is Best Practice Checklists for Contact Center and CRM Integration, brought to you by AMC Technology.
WSJ is not the only online spot where Microsoft will be serving ads. The company will also be serving ads Marketwatch.com, Barrons.com, and AllThingsD.com. Also, Microsoft will begin serving contextual ads on Dow Jones sites next month.
Following Microsoft's expanded ad-serving deal with Facebook (News - Alert) in October, this deal is the latest in a string of deals. In December, Microsoft announced a deal with Viacom that it valued at $500 million. The valuation of the deal was a subject of speculation for a while as the company has not provided specifics as to how it arrived at that figure for the Viacom deal.
Microsoft Senior Vice President Brian McAndrews said in a statement: “This deal is a significant win for Microsoft for two key reasons. First, it makes the extended Microsoft advertising network the premier destination for advertisers interested in reaching financially minded users, as it complements our offering in this vertical through MSN Money and other syndication partners. Second, this deal is a strong indicator that we're gaining significant traction with our advertising platform.”
The Wall Street Journal expects this deal to boost the company's ad revenue. The company believes that Microsoft's state-of-the-art advertising platform will enable the company to dramatically improve its revenues from this key sector.
The Viacom and Edgar Online deals use the Atlas technology acquired as part of Microsoft's $6 billion Aquantive purchase. But the Dow Jones deal will use Microsoft's homegrown AdCenter product. While securing this deal, Microsoft comfortably beat two smaller firms that were providing similar services to Dow Jones; Business.com, for paid search and Pulse360, for contextual ads.
Raju Shanbhag is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users. Today’s featured white paper is Best Practice Checklists for Contact Center and CRM Integration, brought to you by AMC Technology.
