Microsoft Buys LinkExchange for Web Ads

Microsoft Corp. has bought Internet advertising company LinkExchange Inc. and will make it part of the products and services it offers on its MSN online network. Terms were undisclosed, but the Wall Street Journal, citing unidentified sources, said it was a stock transaction valued at $250 million. LinkExchange, a 2-year-old San Francisco firm, helps businesses promote and improve their Web sites and provides services to facilitate electronic commerce. Its flagship product, Banner Network, is an advertising network of more than 400,000 sites that reaches more than 21 million online consumers. Network members will be able to advertise across the MSN family of Web sites, such as the Expedia travel service and CarPoint for vehicle purchases. Shares of Redmond, Wash.-based Microsoft rose 88 cents to close at $106.38 on Nasdaq.