Microsoft has announced it is to supply online advertising for Piczo.
Under the move, the technology firm's Digital Advertising Solutions (DAS) subsidiary will be the sole provider of advertisements displayed on the social networking website within Britain.
Piczo had previously been working with Ad2-Go and is now set to focus on enhancing its "product and service experience, to continue to maintain and grow its user base".
Commercial director for DAS, Chris Ward, said: "This is the first deal of its kind in the UK for each of us and reflects the importance of providing advertisers with technology innovation and the right communication channels to enable it to deliver relevant and engaging content to specific consumer audiences."
He added the move is part of Microsoft's "strategy to broaden its overall offering to advertisers and provide them with access to key target audiences across multiple consumer digital lifestyle touchpoints".
Under the move, advertisers will be able to target specific adverts to Piczo users depending on their gender, age and interests.
Launched in 2004, Piczo claims to have about 12 million unique visitors every month and more than two billion monthly page views.
Earlier this month, Google announced it was to replace Yahoo! as the advertising platform for fellow social networking website Friendster.