Microsoft Digital Advertising Solutions attempts to unify Microsoft's advertising strategy into a coherent offering for advertisers.

Microsoft's new approach, to be announced today at Advertising Week, brings together various ad products and services - offerings via MSN and Windows Live, impending opportunities via Xbox and Office Online, and future Windows Mobile and IPTV ad products - writes ClickZ. Microsoft has also launched a new website that details the various opportunities it's providing to advertisers.

"As today's consumers spend more and more time online across various digital devices like mobile phones and video games, advertisers are finding they can no longer reach their entire target audience by advertising on a single medium," Joanne Bradford, corporate VP of global sales and marketing and chief media revenue officer at Microsoft, said in a statement. "We're addressing the reality of media fragmentation and enabling advertisers to get back to what they do best: creating engaging and creative ads."

The Microsoft Digital Advertising Solutions group will also handle sales for videogame ad network Massive Inc., which Microsoft acquired in April, writes MediaPost, quoting a Microsoft spokesman as saying media planners will find it easier to make buys across Microsoft properties: "instead of having one account executive that sells Massive, and one that sells MSN and one that sells adCenter, you'll have a single AE that sells everything."