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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...