Microsoft Corp. announced acquisition of adECN Inc. advertising company. AdECN, Inc. is a privately held, venture-backed company based in Santa Barbara, California. This seems to microsofts strategy to develop a comprehensive advertising platform which will increase advertisers and publishers return on investment(ROI).

“Both Microsoft and AdECN have a deep commitment to creating the technologies and platforms that enable advertisers and publishers to maximize their ROI in the digital marketplace,” said Kevin Johnson, president, Platforms and Services Division at Microsoft. “We believe the addition of AdECN to the Microsoft portfolio is a perfect fit and will create more efficiency for the industry by forming a more robust marketplace between advertisers and publishers, aggregating more supply and demand. This is good for the whole advertising industry.”

This is Microsofts big deal after their acquisition of aQuantive for $6 Billion. The amount for this Microsoft AdECN deal is undisclosed.