And all the pieces are falling into place. (aQuantive, Ask, now AdECN)

Microsoft Corp. just announced it has agreed to acquire AdECN, Inc., an advertising exchange platform. AdECN’s technology serves as a hub where advertising networks can come together in a neutral (you have to wonder about that now), real-time auction marketplace for buying and selling display advertising.

It's definitely shaping up to be a interesting business environment.

From the release: The deal is a key component of Microsoft’s strategy to develop a comprehensive search and display advertising platform enabling advertisers and publishers to maximize return on investment (ROI) on their digital advertising investments.

In my opinion, Microsoft will now be able to better compete with the likes of Google (with the DoubleClick acquisition) and Yahoo! (with the Right Media acquisition).

"Both Microsoft and AdECN have a deep commitment to creating the technologies and platforms that enable advertisers and publishers to maximize their ROI in the digital marketplace", said Kevin Johnson, president, Platforms and Services Division at Microsoft.

"We believe the addition of AdECN to the Microsoft portfolio is a perfect fit and will create more efficiency for the industry by forming a more robust marketplace between advertisers and publishers, aggregating more supply and demand. This is good for the whole advertising industry."