Facebook took full control of display ads on the world most popular social networking website, cutting short an exclusive deal that had allowed Microsoft Corp to manage part of that business.
However, Microsoft — the exclusive provider of Web search on Facebook — will continue to sell text-based search ads on the website as the partners extended the arrangement beyond 2011, when it had been due to expire. Microsoft invested $240 million in Facebook for a 1.6 percent stake in the company in October 2007.
Microsoft also said it will further integrate its Bing search engine into Facebook while expanding its reach beyond the United States.
“Ad formats that feature social actions perform better and provide a better user experience since they are more consistent with the look and feel of Facebook, Â “This combination of targeting and social relevance is the primary driver behind the shift in strategy.”
Facebook, which lets users connect and share information with friends online, has emerged as one of the Internet”s most popular destinations and is increasingly challenging the Web’s established powerhouses like Yahoo Inc Â and Google Inc.