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Microsoft has restructured its digital advertising business to accommodate its recent buyouts of aQuantive and online ad exchange AdECN.

The software giant has created a new ‘Advertiser and Publisher Solutions’ unit to promote its online ad platforms to publishers and brands and carry the fight to arch-rivals Google and Yahoo!.

Microsoft  has struck a blow in its online ad war with Google with the launch of a set of services that firms can use to target consumers via PCs, game consoles, mobiles and PDAs.

Announced at Advertising Week, ‘Microsoft Digital Advertising Solutions’ brings the company’s ad products and services under a single umbrella, assisting firms that want to reach customers across different digital platforms at a time when media continues to fragment.