Microsoft Touts Atlas Gains From aQuantive Purchase
by Laurie Petersen, Sep 25, 2007, 6:00 AM
In what it termed the first joint MSN/Atlas solution since closing its $6 billion purchase of Atlas parent aQuantive last month, Microsoft launched a video ad server for the Associated Press Online Video Network (OVN) that uses MSN Video and Atlas AdManager. The server allows OPN affiliates like WCBD-TV, Charleston, SC, and The Knoxville (TN) News Sentinel to sell and deliver local ads with local content. National video ad inventory will be served by Microsoft adCenter and sold exclusively by Microsoft's own ad sales team. Microsoft also said that more than 20 publishers have switched to the Atlas Publisher Suite from other ad servers since its plans to acquire aQuantive were announced in May. The publishers joining Microsoft's newly formed Advertiser and Publisher Solutions Group include SmartBrief, Reunion.com, Entrepreneur.com and IAC, with three IAC properties--CollegeHumor, Vimeo and 23/6--already going live on Atlas AdManager.