Starting January 1, Microsoft’s Bing division will provide search and search advertising capability for AOL’s portfolio of websites for the next 10 years. That used to be Google’s gig. Now Microsoft Bing will work with AOL sites such as Engadget, Huffington Post, and TechCrunch. PLUS: AOL will sell display, mobile, and video ads across Microsoft’s websites in nine countries.
Meanwhile, Microsoft’s Rik van der Kooi, corporate vice president of advertiser and publisher solutions, announced that AppNexus will “become our exclusive programmatic technology and sales partner” in 10 countries. Business will move from Microsoft to AppNexus in the months to come. Seems Microsoft is doing less in some markets, in order to place more emphasis on markets that are more strategically important.
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VB News reports that programmatic advertising and display advertising were not specifically cited in the sweeping email that Microsoft chief executive Satya Nadella sent to employees last week. But here’s what he did say: “We will need to innovate in new areas, execute against our plans, make some tough choices in areas where things are not working and solve hard problems in ways that drive customer value.” The offloading of as many as 1,000 employees could certainly be called a “tough choice.”