Microsoft in Ad Deal with Financial Publisher EDGAR

In another win for its ad network, Microsoft has signed with EDGAR Online to be the exclusive third-party provider of display, contextual, and video advertising for the financial publisher. EDGAR will provide SEC filing documents and other content to MSN Money as part of the deal.

EDGAR, which publishes financial information and corporate intelligence including corporate SEC filings, joins CNBC.com, MSN Money and other finance properties in Microsoft’s advertising syndication network. Display, contextual, and video ad inventory will be sold by Microsoft’s global sales team.

The agreement replaces a previous relationship EDGAR had with Google AdSense. EDGAR had worked with other ad networks for display advertising, akll of which will now be served by Microsoft. Video is a new ad unit for EDGAR Online, and one possibly underused by financial advertisers. “There’s not a lot of video today; we think there’s opportunity going forward,” said John Tinter, GM of strategy and business development for Microsoft’s Online Services Group.

Ads served by Microsoft will appear on EDGAR Online as early as March. Content from EDGAR is expected on MSN Money later in 2008.

That content will include SEC filings and other company intelligence information. “We think it’s a valuable addition to the MSN Money user,” Tinter said. The financial site currently gets SEC filings and other financial intelligence from Thomson. EDGAR will replace the SEC filing information Thomson currently provides. Thomson will continue to provide MSN Money with certain data other than SEC reports.

The addition of EDGAR Online maintains the momentum of Microsoft’s ad network business. Not long after CNBC.com joined, Microsoft announced a deal with Viacom and the company has also entered agreements with high profile Web players like Facebook, Digg and Piczo.

“We are incredibly happy with the traction we have with the marketplace,” said Tinter.

UPDATE: The story originally stated Microsoft had not said whether the relationship with Thomson will end when EDGAR content is picked up. A spokesperson confirmed EDGAR would replace Thomson’s SEC filing content, though Thomson would continue to provide other content to MSN Money.