• November 5, 2008

Microsoft's auction-based ad exchange network AdECN is inviting advertising networks that buy and sell online advertising to test its new Federated System, scheduled for release in 2009.

The platform from the Carpinteria, Calif.-based AdECN aims to simplify the process by allowing ad networks to use proprietary technology, such as behavioral and demographic targeting and optimization tools.

The system allows members to price ad impressions to prevent under- or overvaluing display ad impressions. For example, once an auction is initiated within the exchange, all members can bid equally for that ad impression, and the highest bid wins. The exchange will also continue to provide a hosted technology service for other ad networks, brokers and agencies, according to the company.--Laurie Sullivan