BEIJING, July 26 (Xinhuanet) -- Microsoft
replaces Google to become the exclusive online advertising partner of Digg, a
popular user-recommendation news website, according to media reports
Under the three-year agreement, Microsoft will deliver ads --
mostly small, contextually relevant text links -- on Digg.com.
The agreement would go into effect in the coming
weeks. Financial terms were not disclosed.
Digg, which said it has more than 17 million visitors
monthly, challenges the long-held journalistic assumption that editors know best
what people want to read and allows readers to vote a favorite story onto a list
of top news.
Digg's CEO Jay Adelson said his company also
considered partnerships with Google and Yahoo, but chose Microsoft because of
the level of customization the software maker offered with its advertising
"We at Digg couldn't think of a better partner to get
to where we need to go," said Adelson. "They're a young ad service, they're
innovative, they're willing to work with us on the cutting edge."
Digg is the first high-profile customer for
Microsoft's adCenter platform since the company signed up Facebook, a popular
Web 2.0 property, social-networking site, last summer.
Web 2.0 is a catch-phrase for the new generation of
Internet services that run on interactive software and typically rely on content
generated by users to attract more visitors to sites.
With Digg and Facebook under its belt, Microsoft may
be able to seal deals with other social networking sites.
"You'll continue to see us be aggressive in this
field," said Steve Berkowitz, the head of Microsoft's online services group.