MSN adCenter is now Microsoft adCenter.

We make a lot of odd branding decisions, but this one makes perfect sense. Although Search Engine Watch calls it a “very curious decision” I think the rationale for it is right there in their post:

Advertisers will also be able to see their advertisements appearing across a number of MSN & Microsoft properties in the future, including Windows Live Mail, Windows Live Spaces, Windows Live Safety Center, Windows Live for Mobile, Office Live and Office Online, and the Xbox® Web site Xbox.com.

It’s that power of cross-property advertising that makes adCenter such a compelling offering, and because it splits out across so many properties, with varying brands (Windows Live, MSN, Xbox, Office…), “elevating” it to the Microsoft brand is an entirely logical decision.

(disclaimer – I’m not on the branding team nor involved with adCenter, so mine is not the voice of official commentary)