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Social News site Digg has [dumped Google in favor of Microsoft][2] to serve up the contextual ads on the site. Financial details of the agreement have not disclosed, but the deal is a three-year contract.
Kevin Rose [announced the change][1] on his blog saying that the new deal is "similar to the one Facebook signed with Microsoft last year."
Rose goes on to say that "this move gives us an advertising partner with a larger organization and a more scalable technology platform to keep pace with Digg's growth."
Digg will also apparently continue working with its other ad partner, Federated Media, on integrated sponsorships in areas like the Digg labs where, for instance, the [Arc project][4] runs FM ads.
FM's exact role is a little unclear though, FM Chief Executive John Battelle [writes on his blog][3], "It's no secret that Digg is the kind of property--like Facebook--that was bound to get the attention of the 'Big Guys' as they continue to play an evermore fascinating game of Internet chess."
Google has not commented on Digg's move.
Rose also writes that more changes and new features for Digg are "coming soon."
[1]: http://blog.digg.com/?p=89
[2]: http://www.microsoft.com/Presspass/press/2007/jul07/07-25DiggPR.mspx
[3]: http://www.federatedmedia.net/blog/archives/2007/07/big_news_for_di.php
[4]: http://labs.digg.com/arc/
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