Microsoft has penned a deal with Baidu that will enable the Chinese internet giant’s advertisers with direct access to MSN’s native desktop ad inventory. The partnership will give advertisers from around the world the opportunity to reach US consumers on MSN properties via Baidu’s MediaGo ad platform.

Advertisers will be able to access native placements on the MSN homepage, as well as sister pages through the MSN site, through MediaGo – where advertisers can upload assets, select placements, and measure campaign success.

“As part of our ongoing effort to bridge the gap between Eastern and Western markets, we are pleased to be working with Microsoft to offer their premium MSN placements to our advertising partners in China, the US and beyond,” said Sheng Hu, Head of US Strategy and Partnership at Baidu’s Global Business Unit. “In the future, we will continue to explore meaningful ways to provide mutual growth opportunities to global advertisers and U.S. media.”

David Carkeek, Principal PM Lead at Microsoft, added: “Baidu’s MediaGo platform streamlines the process for global advertisers to purchase high-visibility ad placements on MSN, helping them reach new customers.”