Microsoft Diggs Digg

Dennis Faas's picture

A few months ago, Microsoft's attempt to multiply its presence on the web was planned through an acquisition of competitor Yahoo. That never panned out, but in its wake now arises what could be an ever more effective plot: partnership with Digg.

For those who are unaware of Digg, it's a news aggregator where actual users vote on the most "diggable" articles on the web. Any Internet writer, including yours truly, knows a story's clicks can explode if just a few hundred Digg users recommend it to their peers.

Thus, for both web publishers and readers, Digg is an enormously influential resource. It's no wonder Microsoft has joined forces with the site, replacing Google as its primary advertising partner.

Analysts are calling Microsoft's move a score over its web competition. Digg ultimately came down to three contestants for a three-year advertising contract, with the Redmond-based company beating out both Yahoo and previous Digg partner Google.

After losing a potentially huge MySpace ad campaign last year to Google, Microsoft has rebounded strongly with this move and a not-so long ago marriage to Facebook. Both the Digg and Facebook deals will not only spread the Microsoft message, but will do so amidst the web's most tech-happy and Internet-savvy users. (Source:

Asked what the new relationship means, Digg co-founder Kevin Rose sounded much like Facebook's executive corps. In a recent blog, Rose states "This move gives us an advertising partner with a larger organization and a more scalable technology platform to keep pace with Digg's growth. Best of all, it lets the Digg team completely focus on new feature development." (Source:

Oh, and we're bloody rich now, too.

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