The name change, revealed at the Advance08 event in Washington last week, is believed to be partly in response to media agency comments that the name is too long and clunky, and portrays Microsoft as old fashioned.
Microsoft Advertising combines the company’s range of digital advertising platforms, such as MSN, Windows Live, Xbox and Massive.
Kenneth Andrew, the marketing director of Microsoft Advertiser and Publisher Solutions, said: “The new name will let customers know we’re committed to making sense out of a complex environment.”
Microsoft Advertising will also encompass display advertising opportunities for the mobile phone, including Windows Live and Live Search Mobile, although not yet for Asia.
The mobile service will enable advertisers to create keyword campaigns through Microsoft adCenter and target consumers on the move using Live Search Mobile.
“The mobile device is emerging as a prime opportunity for advertisers to reach their audience,” said Brian Arbogast, corporate vice-president of mobile services at Microsoft in Washington.
Microsoft drops "clunky" ad arm name
GLOBAL - Twenty months after Microsoft launched its bundled advertising offering Microsoft Digital Advertising Solutions, the company has shortened the entity's name to Microsoft Advertising.