AdECN Hosted System to Wither Away
ADOTAS – BOMP BOMP BOMP. Another exchange bites the dust.
It may not make as much noise when it expires as Yahoo! Right Media’s Direct Marketing Exchange did, Microsoft is kicking AdECN’s Hosted system to the curb and going 100% real-time, bidding that is.
In a letter sent to AdECN users reported that the Hosted system, which Microsoft considers a legacy system, will quit serving ads after Feb. 15. Microsoft will continue to provide UI access until March 15, but then there’s no more logging into the system — kiss any data you’ve stored there good-bye. Final balances will be paid out by March 31.
An AdECN representative told AdExchanger.com: “Microsoft remains committed to online advertising and innovation in the space. AdECN’s Hosted system is a legacy system that is being retired. The Hosted system closure has no effect on our plans and views on advertising exchange overall. At a later date we will share more details of our strategy around exchanges.”
Microsoft acquired AdECN in 2007. At the time, a Microsoft press release called the merger “a key component of Microsoft’s strategy to develop a comprehensive search and display advertising platform helping advertisers and publishers to maximize return on investment… on their digital advertising investments.”
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