Microsoft has announced the launch of a digital advertising platform in India that aims to simplify digital advertising and create a larger eco-system connecting advertisers and publishers. Microsoft launched the platform in India with four leading publishers - Bollywood Hungama, Equity Master , HDFC Sec and Facebook, each of whom are operating in their respective genres - entertainment, finance and social networking. Microsoft also launched its Video Ad Platform with MSN Video and its mobile advertising initiative.

Microsoft will provide display, rich media, contextual and video advertising solutions for partners on the platform. NDTV Media, the exclusive sales partner for the Microsoft Digital Advertising Solutions, will bring advertisers to the Platform. Microsoft also announced the launch of its mobile advertising initiative in India. Advertisers will now be able to buy Search keywords on live search deployed on Vodafone Live and also display banners on MSN Mobile portal.

"In the last one year, the online advertising market has grown rapidly, the time is right to build a large digital eco-system by connecting advertisers and publishers on a Platform," said Rajnish, India Head, Microsoft Digital Advertising Solutions.

"This digital ad platform is significant because of two reasons. It simplifies the processes of advertising online and also provides advertisers an opportunity to reach out to a diverse and high quality audience," Rajnish added.

"This new platform will enable NDTV Media to expand the number of advertisers by several folds. Our target is to have 750 plus advertisers on the Platform by end of calendar year." said Niraj Dutt, COO, NDTV Media.