Microsoft hasn't given up on its ads business even though Facebook and Google are dominating

But it's not a business Microsoft has abandoned. On Tuesday, the company's LinkedIn unit announced the acquisition of, which specializes in a type of digital advertising called identity resolution that involves identifying people across different devices and data sets.

Microsoft has a mixed track record in advertising. Its once promising Bing search engine is tiny relative to market leader Google. In the, Microsoft had $1.91 billion in search ad revenue, up 7% from a year earlier, representing 6.3% of Microsoft's total sales. The company also generates some ad revenue from online games and from LinkedIn, a business that accounts for 5.5% of total revenue. MicrosoftLinkedIn shows several types of ads to its members, including native "sponsored content" ads that appear in the app's main feed, personalized "dynamic" ads and sponsored InMail messages.

"Because LinkedIn has probably focused on more B2B-oriented use cases and advertising needs, they're still playing catch-up with some of the really big traditional platforms, like a Facebook or a

It’s amazing that despite all their years experience and advanced degrees how utterly dumb CEO’s are. MS is a SW company and one that continues to use its monopoly history to maintain leadership which it can do in the cloud. Any pursuit of advertising is folly as is Cortana & HW.

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