During a Redmond event with its top advertising clients, Microsoft unveiled the latest iteration of its online advertising exchange system.
It’s now connected to the real-time bidding platform of AppNexus, a New York-based company led by veterans of Google’s Doubleclick and Yahoo’s Right Media. Microsoft’s an investor in the company that’s serving some 4 billion ads a day.
Chief Executive Steve Ballmer and leaders of Microsoft’s ad business made the announcement during Imagine, a conference with ad agency and brand advertising representatives at the company’s on-campus conference center this week.
Ballmer talked about how the company’s pushing forward on the “commercial glue in the form of great advertising technology” that connects mobile, search, Xbox and other platforms used by millions of people.
Microsoft Advertising Exchange’s integration with the AppNexus ad exchange is now complete in the U.S., handling “non-guaranteed inventory” for Windows Live.
It will be handling non-guaranteed MSN inventory in a few weeks and international markets “very soon,” according to a blog post by Rik van der Kooi, vice president of advertiser and publisher solutions.