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Microsoft launches mobile ad exchange

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Redmond, Wash.—Microsoft Corp. has released an ad exchange for its Windows Phone 7 and Microsoft Advertising Exchange for Mobile, enabling the deployment of display ads for applications based on these mobile operating systems.

The company said its new Microsoft Advertising Exchange for Mobile is the industry's first “real-time, bidded ad exchange” for mobile devices, allowing various ad networks to bid on mobile ad inventory at the moment when an impression is served.

The company also introduced a mobile advertising development kit that allows marketers to integrate text and banner ads from the Microsoft Ad Exchange into their apps once they have bid for them, Microsoft said.

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