At first glance this may not seem like a big deal, but it is one of the best online advertising deal any third-party provider of ads could have wished for.
Some of the websites included in the WSJ Digital Network are AllThingsD.com, The Wall Street Journal Online, Barrons.com and MarketWatch.com, as well as others. The Journal will retain the control of display ads for itself.
What this will do for Microsoft (Nasdaq:MSFT), will be to bring another 20 million unique visitors to its overall network. More importantly, the financial and business content sector is one of the most lucrative in the advertising field, and will make a significant contribution to Microsoft's ad revenue share. It will also enhance its brand in the financial sector.
"This deal is a significant win for Microsoft for two key reasons. First, it makes the extended Microsoft advertising network the premier destination for advertisers interested in reaching financially minded users, as it complements our offering in this vertical through MSN Money and other syndication partners," said Brian McAndrews, senior vice president, Advertiser and Publisher Solutions at Microsoft. "Second, this deal is a strong indicator that we're gaining significant traction with our advertising platform. The Wall Street Journal Digital Network is one of the largest financial services publishers in a very dynamic vertical segment, and we're delighted to add it to our portfolio."
With the Journal recently adding sports coverage to its news, it should help to expand the readership and increase the number of unique visitors to the properties. This is definitely a coup for Microsoft.
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