The Microsoft Corporation through MSN will offer its own system for selling Web advertising.


The Microsoft Corporation through MSN will offer its own system for selling Web advertising. In comparison to Google and Yahoo, this system is said to be an improvement as it will allow marketers to aim ads on Web search pages to users based on their sex, age or location.

For this, Microsoft needs to control its own system for selling targeted advertising. Until now, Yahoo sold the ads for MSN’s search service.

According to Joseph Doran, MSN’s senior director of monetization, “The most significant advancement in the MSN technology is its ability to direct ads to viewers according to demographic characteristics, as well as by the day and time the ad is shown. For example, men searching for “roses” might see ads for florists’ Web sites, while women may see gardening-supply store ads”.

“Microsoft will start using the system to sell ads on its Web sites in Singapore and France. It will phase in the system in the United States, using its own ads on some pages and ads sold by Yahoo on others, starting in October. The company hopes to replace the Yahoo ads entirely by next spring”.

Yusuf Mehdi, a Microsoft vice president, said, “We know we have to compete hard for our business. And we think we will offer advertisers better value because of the superior information we have about our audience”.

Sharing is caring