Microsoft, WSJ Sign Ad Deal
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Written By Sepideh Saremi | January 29, 2008 | Share This
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Microsoft and the Wall Street Journal have just announced on a deal that makes Microsoft the sole paid search and contextual advertising provider for the WSJ’s sites, which include the Wall Street Journal, Barrons.com, AllThingsD.com, and MarketWatch.com. From the press release:
“Relevant and targeted digital advertising is important to our business and to the quality of the experience that we deliver to our users,” said Gordon McLeod, president of The Wall Street Journal Digital Network. “Microsoft’s state-of-the-art advertising platform will enable us to dramatically improve our revenues from this key sector, and we look forward to working together.”
“This deal is a significant win for Microsoft for two key reasons. First, it makes the extended Microsoft advertising network the premier destination for advertisers interested in reaching financially minded users, as it complements our offering in this vertical through MSN Money and other syndication partners,” said Brian McAndrews, senior vice president, Advertiser and Publisher Solutions at Microsoft. “Second, this deal is a strong indicator that we’re gaining significant traction with our advertising platform. The Wall Street Journal Digital Network is one of the largest financial services publishers in a very dynamic vertical segment, and we’re delighted to add it to our portfolio.”
According to the AP, the deal displaces the Journal’s old partners, Pulse 360 and Business.com, which had provided contextual and paid search ads to the WSJ, respectively. DoubleClick, which is waiting for approval from European regulators before it can be fully acquired by Google, will continue to serve display ads. Paid search ads will be new to the rest of the WSJ network, writes AdWeek. The AP also reports that contextual links appear on the bottom of each story, while paid search ads appear above the Journal’s search results pages.
The WSJ has been going through significant changes since it was purchased by Rupert Murdoch’s News Corporation last year. Most recently, Murdoch is moving the paper’s offices to News Corp’s Midtown headquarters, launching a lifestyle magazine, and adding a sports section. But there’s one thing he won’t budge about, and that’s refusing to get rid of the paid online subscriptions. In fact, it might get a little more expensive to read some parts of the Wall Street Journal online, Murdoch said.
Topics: Advertising: Contextual, Advertising: Online, Microsoft, Publishing |
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