Microsoft, Edgar Online in Ad Deal

In a bid to compete with rival Google, Microsoft has been on a roll to sign ad-serving deals. Under the new alliance, Microsoft will be the exclusive third-party provider of display, contextual and video advertising for EDGAR Online.

Meanwhile, Edgar will become the exclusive supplier of Securities and Exchange Commission (SEC) filing documents and other financial data for MSN Money. This will replace Thompson Financial which MSN is currently using.

Financial terms of the deal were not disclosed by either companies.

Microsoft will also become the exclusive seller of text, banner and eventually video ads on Edgar's own Web site. The financial information site receives 2 million unique users per month, the company said.

Microsoft is expected to begin serving contextual, display and video ads on the EDGAR Online site in March. Content integration on MSN Money has already begun and is expected to launch later this year.

The advertising alliance is not the first where Microsoft sells advertising for sites other than its privately-owned properties. In recent weeks, the company struck a deal with Facebook, the popular web hangout alongside various MTV Network sites which reach out to a 20-something audience.

Viacom also agreed in December to have the company serve their ads. Microsoft will deliver the ads using the Atlas technology the company acquired as part of its $6 billion Aquantative purchase.

Microsoft shares declined 77 cents, or 2.3 percent, closing at $33.23, while Edgar Online shares rose 5 cents to $2.88.