Microsoft in Ad Deal with Financial Publisher EDGAR

  |  January 16, 2008   |  Comments

UPDATE Microsoft signed EDGAR online to its advertising syndication network, and will get financial content for MSN Money in exchange.

In another win for its ad network, Microsoft has signed with EDGAR Online to be the exclusive third-party provider of display, contextual, and video advertising for the financial publisher. EDGAR will provide SEC filing documents and other content to MSN Money as part of the deal.

EDGAR, which publishes financial information and corporate intelligence including corporate SEC filings, joins CNBC.com, MSN Money and other finance properties in Microsoft's advertising syndication network. Display, contextual, and video ad inventory will be sold by Microsoft's global sales team.

The agreement replaces a previous relationship EDGAR had with Google AdSense. EDGAR had worked with other ad networks for display advertising, akll of which will now be served by Microsoft. Video is a new ad unit for EDGAR Online, and one possibly underused by financial advertisers. "There's not a lot of video today; we think there's opportunity going forward," said John Tinter, GM of strategy and business development for Microsoft's Online Services Group.

Ads served by Microsoft will appear on EDGAR Online as early as March. Content from EDGAR is expected on MSN Money later in 2008.

That content will include SEC filings and other company intelligence information. "We think it's a valuable addition to the MSN Money user," Tinter said. The financial site currently gets SEC filings and other financial intelligence from Thomson. EDGAR will replace the SEC filing information Thomson currently provides. Thomson will continue to provide MSN Money with certain data other than SEC reports.

The addition of EDGAR Online maintains the momentum of Microsoft's ad network business. Not long after CNBC.com joined, Microsoft announced a deal with Viacom and the company has also entered agreements with high profile Web players like Facebook, Digg and Piczo.

"We are incredibly happy with the traction we have with the marketplace," said Tinter.

UPDATE: The story originally stated Microsoft had not said whether the relationship with Thomson will end when EDGAR content is picked up. A spokesperson confirmed EDGAR would replace Thomson's SEC filing content, though Thomson would continue to provide other content to MSN Money.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...