Microsoft comes back to newspapers and local ad dollars

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nytimes.jpgADOTAS — Advance Internet has agreed to allow local advertisers in Advance’s markets to combine its local Web sites with the extended reach of Microsoft’s advertising network.

Through its relationship with Microsoft, Advance Internet’s sales force will be able to offer Behavioral Targeting and Audience Extension capabilities to its local advertisers on the Microsoft Media Network.

“We have the number one local news and information sites in each of our markets,” Peter Weinberger, president of Advance Internet, said in a statement. “According to Media Audit, five of our sites rank in the top 10 of newspaper affiliated sites based on local penetration of adults 18+. Now through our agreement with Microsoft, we will be able to serve our advertisers with even better online marketing solutions.”

Advance Internet will become a certified reseller of the Microsoft Media Network, offering local advertisers access to 76% of the online adult population. The alliance with Microsoft allows Advance Internet to significantly increase its reach in all of its local markets. Advance Internet will also be implementing Microsoft Advertising’s Content Ads and Search Ads. Content Ads and Search Ads serve contextually relevant advertisements within articles and other content pages.

According to Content Bridges, the difference between this arrangement and those partnering with Yahoo Newspaper Consortium is that Advance Internet is maintaining its own ad platform, currently powered by 24/7 RealMedia, and integrating with Microsoft.

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