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March 19, 2006  
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Microsoft adCenter Incubation Lab Unveils Global Technology for Digital Advertising Industry
January 13, 2006
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Redmond, Wash., -- Microsoft Corp. (Nasdaq: MSFT) has unveiled the Microsoft(R) adCenter Incubation Lab (adLab). adLab, a joint effort between MSN's adCenter and Microsoft Research, is a state-of-the-art lab in Beijing charged with researching and incubating technologies for MSN's adCenter, designed to provide advertisers with rich targeting capabilities based on audience intelligence information and give consumers a more relevant online experience.

adLab's group of more than 50 researchers will develop advertising solutions that connect marketers with consumers in more relevant, innovative ways. At the Microsoft adCenter Demo Fest on the Microsoft campus, researchers gathered to present prototypes of more than 15 advertising technologies, including online advertising solutions, video opportunities, and television and mobile-based advertising products.

It is hoped these prototypes will change online advertising dramatically in areas such as paid search, behavioral targeting and contextual advertising. Also shown were projects addressing areas of incubation in their earliest stages of investigation, such as ad bar-code readers, social network mining, and video and large-display ads.

"With this long-term applied research, we will continue to help improve advertisers' return on investment by delivering rich audience intelligence information and enabling simple and complete control over all aspects of the advertising campaigns." said Tarek Najm, general manager of adCenter at Microsoft.

One of the innovative technologies highlighted at the event was video hyperlink ads, which can detect product items displayed on a television screen during a show or commercial, allowing consumers to zoom into products featured on the television screen and click through to detailed product descriptions and information on where the products can be bought.

 
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