Microsoft adCenter Labs developing new technology

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MSFT's adCenter Labs developing new technology

Feb. 6, 2008

Microsoft's new adCenter Labs is reportedly developing several new technologies that will enhance its digital advertising initiative. Microsoft's new technology feature some new advances in search algorithms and in overall content analysis.

AdCenter Labs' new technology will also use computer vision for handling video and images, speech recognition for contextual video ads and advanced marketing intelligence.

Among the new digital advertising technology introduced by adCenter Labs are:

Contextual Ads for Video:- Through implementing speech recognition, adCenter will serve ads that relate to what the subject of the video is all about. As soon as the video changes its topic, Microsoft says related ads served will also change.

Content Analysis Engine:- This will use advanced algorithms to automatically extract and categorize information from search queries. This is to help the search engine in better understanding user intent and minimize search engine marketing complexity. This is also a useful tool for search engine marketers in discovering valuable keywords relevant to their ad category or when bidding for categories.

Overall, ad categorization also helps publishers in monetizing their advertising effectively by opening up additional contextual content opportunities.

Tarek Najm, technical analyst at Microsoft said that the researches they conduct at the adCenter Labs will modify the online advertising landscape.

Aside from these new advertising technologies, Microsoft's adCenter is also testing out Air Wave, Intelligent Bud Ads, Visual Product Browsing and Content Detection in sub-documents.

Najm added that “solutions to today’s challenges must be capable of handling and understanding the complexity of vast amounts of corporate data. To address that challenge, we are developing advertising algorithms that can anticipate and understand consumer behavior faster than the speed of thought, so that we can help advertisers create more efficient and relevant user experiences.”

Ad Research Dashboard builds on the success of the Keyword Services Platform introduced by adCenter in 2007.

It provides marketers with access to analytics and advanced algorithms that are tied to actual data sets from adCenter, helping them maximize search marketing campaigns.

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This article was featured on Business 5.0.

Source: Microsoft

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