It seems that strategic partnerships are hotting for the search engine biggies this time around. Only yesterday we had reported a tie-up between Goliath Google and Clearwire, see: Google And Clearwire Buddy Up To Enhance Clearwire's Services, and now you have the Redmond giant and EDGAR come together, the announcement came today from Microsoft Corp. and EDGAR Online Inc.

As strategic allies the two companies will collaborate to bring relevant advertising to the EDGAR Online audience and content to the MSN portal. EDGAR Online is a source of financial info and corporate intelligence in addition to being a provider of Extensible Markup Language (XML)- and Extensible Business Reporting Language (XBRL)-tagged data and information.

Here's how the alliance would work: Microsoft would act as an exclusive third-party provider of display, contextual and video advertising for EDGAR Online and its global audience, which is over 2 million unique visitors per month. Meanwhile, EDGAR Online would supply content, viz. Securities and Exchange Commission (SEC) filing documents, etc. to MSN Money.

Brian McAndrews, senior vice president, Advertiser and Publisher Solutions at Microsoft said, "EDGAR Online attracts a highly targeted audience with its deep business and financial content, and coupling that audience with Microsoft's advertising technologies is going to be a winning combination for advertisers,… The inclusion of EDGAR Online as a syndicated advertising partner site and the addition of its content to MSN Money will add value for our users and will help advertisers reach an even broader audience in this highly attractive financial vertical."

Sue Bratone Childs, executive vice president and chief marketing officer, EDGAR Online commented, "Microsoft's advertising technologies are best in class, and we believe this deal will further enhance the experience of our users by ensuring the advertising they see on our site is relevant to their interests,…the addition of our financial content to MSN Money is a strategic expansion of our brand and reach, and a win for consumers and advertisers alike."

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