Technology, Culture, Commentary on the Internet Revolution

Microsoft Tries to Buy More Ad Clue with AdECN

by Mike Abundo on July 27th, 2007

Right after spending six billion dollars to buy ad network aQuantive, Microsoft buys ad exchange AdECN. Clearly, the boys at Redmond are blindly hellbent on competing with Google’s cash cow, AdSense. They bought AdECN even while they’re having trouble integrating aQuantive.

Unfortunately, all the money in the world can’t buy Microsoft a clue. They can make all the big purchases they want, and they can advertise with top bloggers and Digg as much as they want — but until they can serve relevant advertising down the Long Tail as efficiently as AdSense can, they simply can’t compete. Frankly, Microsoft is just too damn enterprise-focused to see that the key to successful online advertising is in niches. I will not be impressed until I can profitably run Microsoft ads on my crazy little niche blogs.

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POSTED IN: Advertising, Microsoft