MSN adCenter a Demographic Profile

by admin April 28, 2006 at 12:44 pm

TORONTO — The holy grail of search marketing is to deliver the right ad to the right person at the right time. But is reaching that goal worth the price of user privacy?

Using a mix of analytics and user demographics, Microsoft may well be further along on the quest of search ad nirvana than other search vendors.

In a session at Search Engine Strategies here on targeting search ads, Jason Bailey Search Media Strategist at Microsoft gave the standing-room-only crowd a demonstration of how Microsoft is using user demographics to fuel its new adCenter platform.

The MSN adCenter is Microsoft’s answer to Yahoo Overture and Google AdWords. It has been live in France and Singapore since September and a U.S. pilot has been active since October.

With MSN adCenter, advertisers can find out from a demographic point of view who the people are that are searching for a particular term. They can also find out geographic, as well as time-based information about the searchers.

Bailey explained that with adCenter, advertisers can target their ads by day of the week and also by specific time of day.

Full article: