Microsoft adCenter Partnering With WSJDN

Microsoft has announced it will provide the advertising for the Wall Street Journal Digital Network (WSJDN), which includes Barrons and marketWatch as well as

Microsoft signed a deal to be the exclusive third-party provider of contextual and paid search advertising on their sites. WSJDN is a leading provider of business and financial information news and analysis on sites such as,,, and more. WSJDN reaches a savvy worldwide audience of over 20 million unique users and serves over 330 million page views per month on its sites specific to the highly sought-after financial services audience for advertisers. In addition to being a traffic leader in the Business & Finance verticals, the WSJDN reaches a highly qualified audience:

• A larger concentration of C-level Executives than any other original financial news sites
• A higher concentration of affluent males than any online network
• More Business Decision Makers and Technology Decision Makers than any other online publisher of original financial news
• A high number of active investors, both institutional/professional and self-directed
• 983,000 subscribers
• 723,000 C-levels
• Average age: 48 years
• 67% male

The Microsoft press release noted:

“Relevant and targeted digital advertising is important to our business and to the quality of the experience that we deliver to our users,” said Gordon McLeod, president of The Wall Street Journal Digital Network. “Microsoft's state-of-the-art advertising platform will enable us to dramatically improve our revenues from this key sector, and we look forward to working together.”

“This deal is a significant win for Microsoft for two key reasons. First, it makes the extended Microsoft advertising network the premier destination for advertisers interested in reaching financially minded users, as it complements our offering in this vertical through MSN Money and other syndication partners,” said Brian McAndrews, senior vice president, Advertiser and Publisher Solutions at Microsoft. “Second, this deal is a strong indicator that we're gaining significant traction with our advertising platform. The Wall Street Journal Digital Network is one of the largest financial services publishers in a very dynamic vertical segment, and we're delighted to add it to our portfolio.”

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.