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Advance Partners with Microsoft to Sell Local Ads

A group of 36 newspaper Web sites owned by the Newhouse family, including NJ.com, has entered into a deal with Microsoft. The partnership will allow the newspaper group Advance Internet, to sell Microsoft Media Network inventory on the local level.

With the addition of Microsoft Media Network inventory, Advance can now expand its local reach in the marketplace to about 75% of all adults who use the Internet. Additionally, Advance will be implementing Microsoft Advertising's Content Ads and Search Ads, which serve contextually relevant advertisements within articles and other content pages. Lastly, the deal lets Advance sell Microsoft search products.

This alliance differs from the Yahoo newspaper consortium in that Advance can maintain its own advertising platform, says industry expert Ken Doctor.

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