Microsoft has engaged in a series of business moves to position itself as the end-all/be-all online advertising solution, reports The Seattle Times.

The acquisitions of Massive (in-game), aQuantive (display ads) and ScreenTonic (mobile) were made with the end goal of enabling Microsoft to service all digital ad touchpoints. The strategic acquirer is also working on a system to merge buying space for all those media onto one platform.

The unified purchase system is especially important as all these systems blend into one another, adding 360 degree reach to marketing efforts. A campaign may, for example, run in-game promotions supported by ads on the game's website or mobile interface.

Microsoft recently also opened its ContentAd platform to advertisers big and small.