• Mediaweek, Wednesday, May 21, 2008 10 AM

In its latest attempt to convince the world it is serious about the advertising business, Microsoft has branded all its ad products under a single name. Microsoft Advertising, much like AOL's Platform A, encompasses the growing list of products and tools the software company offers advertisers and publishers.

The company announced the new brand yesterday at Advance08, its annual gathering of brands and agency executives being held this week at its Redmond, Wash., campus. The group includes the ad serving tool Atlas, the ad exchange AdECN, the ad platform adCenter, and the in-game ad firm Massive.

Brian McAndrews, svp, Microsoft's Advertiser and Publisher Solutions group, said the new brand would "bring order amidst the chaos." During that keynote, McAndrews' once again emphasized that Microsoft, along with Google, was one of few companies that could offer comprehensive solutions to online advertisers.

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