Facebook will take total control over of display ads on its social network, cutting short an exclusive deal which had allowed Microsoft to manage part of that business.
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However, Microsoft will continue to sell text-based search ads on the website as the partners extended the arrangement beyond 2011, when it had been due to expire. A Facebook spokesman declined to say how long the deal has been extended.
Microsoft invested US$240 million in Facebook for a 1.6 percent stake in the company in October 2007.
The software giant also said it will further integrate its Bing search engine into Facebook while expanding its reach beyond the United States.
Microsoft said on its corporate blog on Friday that Web searches within Facebook will bring up information from Bing beyond just links to websites. Microsoft's search technology will be available on Facebook worldwide, instead of just the United States, it added.
Facebook's own display ads feature interactive aspects and can target viewers based on their personal information, making them better suited to its social networking service than Microsoft's standard Web banner ads.
"Ad formats that feature social actions perform better and provide a better user experience since they are more consistent with the look and feel of Facebook," the company said in a statement. "This combination of targeting and social relevance is the primary driver behind the shift in strategy."
Facebook also said it has stopped displaying Microsoft banner ads in some international markets recently.
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6th, 2010
5:25pm
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