Microsoft creates ad exchange for Asia

Microsoft is the latest brand to create its own ad exchange across Asia.

The Microsoft Advertising Exchange is its real-time bidding system, which has been available to its partners in the Americas and Europe since 2010.

The exchange will offer advertising inventory across its properties such as MSN, Skype and Outlook.com in Asia, including Australia, Japan, Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, Taiwan and Thailand. It will be powered by AppNexus and is aimed at creating efficiency and scale for its partners across its PC, tablet and mobile display inventory.

The Microsoft Advertising Exchange delivers efficiency in the form of waste reduction by bidding on an impression by impression basis and valuing each impression according to the insights and data the marketer already uses, said a release from Microsoft.

Adam Anger, general manager, advertising and online at Microsoft Greater China, said the Asia region holds tremendous opportunities for brands to reach out to a whole new generation of well-connected and young consumers.

"The availability of the Microsoft Advertising Exchange across Asia would provide a single marketplace for advertisers to effectively target millions of premium consumers in the region."