Microsoft is combining its global advertising products and services into a unified offering called Microsoft Digital Advertising Solutions.
Microsoft Digital Advertising Solutions is designed to connect advertisers with their target audiences across such devices as PCs, Xbox video game systems, Web-enabled mobile phones and personal digital assistants (PDAs).
Eric Hadley, general manager of global marketing at Microsoft, told internetnews.com that the company is trying to address a significant pain point for advertisers.
"Advertisers are finding they can no longer reach their entire target audience by advertising on a single medium... We're addressing the reality of media fragmentation," he wrote in an e-mail.
Hadley added that the new moniker represents "a universal brand that encompasses all that Microsoft has to offer advertisers."
According to the company, Microsoft Digital Advertising Solutions offers advertisers the ability to reach more than 465 million consumers each month across its MSN network, and millions more through Windows Live, Xbox Live and Office Online.
Joanne Bradford, corporate vice president of global sales and marketing and chief media revenue officer at Microsoft, added that, "Microsoft's advertising business is growing quickly and becoming more sophisticated."
"It is our responsibility to clearly articulate to advertisers how they can apply our broad set of assets and relationships to reach consumers across the many digital touch points of their day," she said in a statement.