Microsoft has made another push to compete with Google on the Internet after announcing it has formed a local advertising partnership with U.S. online newspaper group Advance Internet, Guardian.co.uk reported Monday.

Advance represents 36 newspaper Web sites owned by the Newhouse family, including NOLA.com and NJ.comis, according to an Editor & Publisher story on the partnership. Advance Internet is the online sister of Advance Publications, that produces magazines such as The New Yorker, Wired, Vanity Fair and Gourmet as well as publishing the Newhouse group's newspapers.

"We have the No. 1 local news and information sites in each of our markets," Peter Weinberger, president of Advance Internet, said in a statement, according to E&P. "Now through our agreement with Microsoft, we will be able to serve our advertisers with even better online marketing solutions."

The partnership will see the Advance sales team offer Microsoft Media Network inventory to local businesses and provides Microsoft will offer behavioral data to the Content Ads and Search Ads.

The deal, however, creates another conflict for Yahoo, which has a partnership pending with Microsoft. Yahoo's own Newspaper Consortium, which is collaborating with AT&T, may be forced into further competition with Advance.