In a move to boost its competitive position against the likes of Google, Microsoft has entered into a partnership with OpenX Technologies Inc., an independent ad server that disseminates more than 300 billion ads each month. The agreement will allow both companies to cross-market and promote products to their respective publisher bases.
The deal will provide Microsoft with a key distribution channel for its Content Ads monetization products (and other products that may be developed in the future) through OpenX's community of more than 150,000 websites. In turn, OpenX will receive referrals from Microsoft for its enterprise advertising technology and services.
OpenX, whose tools are largely based on open-source technology, plans to build a Content Ads plug-in for its own product. According to Microsoft, OpenX is the first reseller it has approved to build such a plug-in.
Financial terms of the multiyear deal weren't disclosed, although Microsoft said no revenue would be shared.
