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NEW YORK Microsoft has moved to fill out its digital ad platform through a deal to acquire Web ad exchange AdECN.
The acquisition brings Microsoft a stock market-like exchange in which ad networks bid for publisher inventory. The real-time auction system is meant to be a more efficient, transparent way to allocate ad space rather than publishers selling their extra ad space directly to networks.
Financial terms of the transaction were not disclosed. AdECN, based in Santa Barbara, Calif.,
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