Microsoft's focus on advertising is by no means limited to its Bing search engine. Proving just that is a new advertising partnership inked with VivaKi/Publicis Groupe. The Redmond-based company indicated that, together with the Publicis Groupe, it would work to drive the level of marketing performance, build increasingly engaging content for consumers and help better define audiences. With the complex universe of digital media in its site, Microsoft looks to boost the quality of programming with Publicis Groupe, but also to introduce new ad technologies and “eyeballs” monitoring and measuring solutions.

“This agreement reflects our commitment to partner with the world’s largest agencies to drive new ideas and innovations that address the complex marketing needs and challenges facing advertisers today,” revealed Darren Huston, corporate vice president of Microsoft Corp’s Consumer & Online group. “It illustrates our belief that partnerships that bring creativity and technology together can be a powerful combination for brand marketers looking to grow their share.”

And the Publicis Groupe is certainly one of the world's largest agencies. In fact, it is the fourth largest global communication group, but as a media agency, it is ranked even higher, at the no. 2 spot. As per their agreement, Microsoft will labor to support Content Studio, a solution developed by PBJS, owned by Publicis.

In addition, the software giant will be involved in the development and introduction of The Pool, a research project from VivaKi designed to push the boundaries of online ad formats and models related to video content, but also mobile, television and social marketing. But the ad partnership goes both ways, and VivaKi will embrace Microsoft Admira for its customized ad exchange designed for television advertising.

“Maurice Levy founded VivaKi on the principle of open source pursuit of digital solutions for clients. By partnering with Microsoft and focusing on three critical components of content, performance and audience, we are a stronger partner to our clients and can bring them solutions ahead of the marketplace. Given the pace of change in today’s consumer landscape, collaboration is the smartest approach to keep marketers ahead of the curve,” stated David Kenny, managing partner of VivaKi and a member of the Publicis Groupe Directoire.