Ad tech firm Grey Advertising has invested $2.5 billion in a partnership with Microsoft to increase its reach and influence on the global advertising market.
The investment comes as Microsoft looks to expand its reach beyond Windows PCs and its Windows mobile platform, with the company releasing Windows 10, its next major version, this fall.
Microsoft’s new Windows 10 operating system is expected to be a significant boost for Microsoft and the mobile advertising market, with more than 1.6 billion devices shipped worldwide last year.
Grey Ad CEO Jim Henson said in a press release the investment will help the company achieve “a deeper, more strategic relationship with Microsoft and other brands,” as well as help its ad-supported mobile advertising platform grow and expand.
“As our business continues to grow, we see value in investing in our partners to build out new businesses and partnerships,” Henson wrote in the press release.
“Microsoft is a leader in mobile and ad technology and we see a lot of opportunity for the company and its partners to grow.”
Microsoft’s ad-support platform has been one of the more controversial parts of its mobile strategy, as it has become increasingly popular among smartphone owners.
It has been criticized for offering only ad-free experience for mobile users and forcing users to use ad blockers.