Microsoft adCenter Incubation Lab Unveils Global Technology for Digital Advertising Industry

adCenter Demo Fest Exhibits Leading-Edge Advertising Technology

Jan 13, 2006, 00:00 ET from Microsoft Corp.

    REDMOND, Wash., Jan. 13 /PRNewswire-FirstCall/ -- Microsoft Corp.
 (Nasdaq:   MSFT) today unveiled the Microsoft(R) adCenter Incubation Lab (adLab)
 during its adCenter Demo Fest, an exposition of industry-leading research and
 innovation in the field of digital advertising technology from Microsoft
     (Logo: )
     adLab, a joint effort between MSN's adCenter and Microsoft Research, is a
 state-of-the-art lab in Beijing with a mission to research and incubate
 advanced 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 top-notch group of more than 50 researchers will develop
 advertising solutions that connect marketers with consumers in more relevant,
 innovative ways unseen in the industry before now. Today at the adCenter Demo
 Fest on the Microsoft campus, the researchers gathered to present prototypes
 of more than 15 of the approximately 40 advertising technologies they are
 currently working on for long-term implementation, including online
 advertising solutions, video opportunities, and television and mobile-based
 advertising products.
     These prototypes hold the promise to 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.
     "The exciting work being shown at adCenter Demo Fest and the new Microsoft
 adLab reflects Microsoft's commitment to innovation in the field of ad
 products," said Tarek Najm, general manager of adCenter at Microsoft. "The
 Microsoft team of top researchers in this field is unsurpassed and certain to
 produce compelling advances that will impact and ultimately change the game in
 online advertising. 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."
     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.
     The adLab will be headed jointly by Ying Li, Ph.D., of Microsoft adCenter
 in Redmond and Jian Wang, Ph.D., of Microsoft Research Asia in Beijing, and
 will consist of a team of dedicated scientists with specializations in the
 areas of data mining, information retrieval, statistical analysis, artificial
 intelligence, auction theory, visual computing and digital media. Together,
 this group of internationally renowned researchers has published more than 80
 articles on a range of topics including information retrieval, data mining,
 visual computing and smart devices.
     About MSN and Windows Live
     MSN(R) attracts more than 440 million unique users worldwide per month.
 With localized versions available globally in 42 markets and 21 languages, MSN
 is a world leader in delivering compelling programmed content experiences to
 consumers and online advertising opportunities to businesses worldwide.
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 alongside each other as complementary services. Some Windows Live services
 entered an early beta phase on Nov. 1, 2005; these and future beta updates can
 be found at . MSN is located on the Web at . MSN worldwide sites are located at .
     About Microsoft Research
     Founded in 1991, Microsoft Research is dedicated to conducting both basic
 and applied research in computer science and software engineering. Its goals
 are to enhance the user experience on computing devices, reduce the cost of
 writing and maintaining software, and invent novel computing technologies.
 Researchers focus on more than 55 areas of computing and collaborate with
 leading academic, government and industry researchers to advance the state of
 the art in such areas as graphics, speech recognition, user-interface
 research, natural language processing, programming tools and methodologies,
 operating systems and networking, and the mathematical sciences. Microsoft
 Research employs more than 700 people in six labs located in Redmond, Wash.;
 San Francisco; Silicon Valley, Calif.; Cambridge, England; Beijing; and
 Bangalore, India. More information can be found at .
     About Microsoft
     Founded in 1975, Microsoft is the worldwide leader in software, services
 and solutions that help people and businesses realize their full potential.
     NOTE:  Microsoft, MSN and Windows Live are either registered trademarks or
 trademarks of Microsoft Corp. in the United States and/or other countries.
     The names of actual companies and products mentioned herein may be the
 trademarks of their respective owners.

SOURCE Microsoft Corp.