Redmond, Wash.—Microsoft Corp. on Thursday officially launched adCenter, a paid search bidding platform that had been in test phase with select advertisers for a year. The platform will serve all of Microsoft's paid traffic going forward.
Microsoft's paid search was formerly handled through a partnership with Yahoo!
The launch is key to Microsoft's bid to wrest market share away from search leader Google.
"We are committed to building an advertiser network that serves a wide spectrum of needs," said Kevin Johnson, co-president of Microsoft’s Platforms & Services Division, in a statement.
Microsoft also announced Thursday that it is acquiring Massive, a New York-based videogame ad network. Microsoft said the deal will help it deliver relevant ads across Microsoft's online services, including Xbox Liveand MSN Games. It said it will also explore how to apply Massive's technology to incorporate so-called dynamic advertising into other online environments, such as its Windows Live and MSN.