Microsoft has made a further move into the local ad business, through a partnership with major US publishing firm Advance Internet. The company is the digital arm of Advance Publications, which publishes magazines such as The New Yorker, Wired and Vanity Fair, along with Gourmet and the Newhouse Newspaper group. The deal will see Microsoft provide local and search advertising services for the news websites for the Newhouse Newspapers in the US.
Microsoft, which recently sealed its search ad deal with Yahoo, is looking to increase its revenues in online advertising, and online local ads remains a lucrative market that the software giant has so far been unable to tap.
The online local ad market is worth some $14 billion in the US, according to data from Borrell Associates. Yahoo already has its own newspaper consortium, but Advance wanted to maintain its own ad platform, rather than adopt the Yahoo APT platform.