In its ongoing quest to prove its commitment to its advertising business, Microsoft on Tuesday announced the launch of Microsoft Advertising, a brand identity for its growing list of products and tools for advertisers and publishers.

Similar to AOL's Platform A, Microsoft Advertising creates a one-stop-shop, bringing together the company's ad serving tool Atlas, its ad exchange AdECN, its ad platform adCenter and its in-game ad firm Massive.

"It's designed to let customers know that we're committed to making sense out of a complex environment, and that we have everything they need, all under one roof," said Brian McAndrews, Microsoft's senior vice president, advertiser and publisher solutions in an interview on the Microsoft site.

Microsoft also announced at advance08 that it would begin running its first display ads on its Windows Live mobile services. FedEx, Paramount, adidas and Coke have signed on as charter sponsors.

Meanwhile, The Wall Street Journal is reporting that Microsoft -- in an attempt to battle Google over the search market -- is launching a service that pays consumers who buy items they find through Microsoft's search service.