Microsoft Establishes adLab as R&D Center

  |  January 13, 2006   |  Comments

The software giant aims to show it's serious about participating in the future of digital advertising.

Microsoft has set up a research center in Beijing in an effort to prepare the company to innovate in digital advertising.

The adCenter Incubation Lab, or adLab, is a joint project of Microsoft adCenter -- the company's ad management and placement software -- and Microsoft Research. It involves about 22 scientists in Beijing and 20 more at the software company's headquarters in Redmond, Wash., according to spokesperson Karen Redetzki.

Ying Li of Microsoft adCenter will lead the Redmond team and Jian Wang will lead the Beijing-based group. The scientists working on adLab specialize in fields like data mining, information retrieval, statistical analysis, artificial intelligence, auction theory, visual computing and digital media.

The adLab is aimed at incubating advanced targeting and reporting capabilities for adCenter, as well as envisioning how the solution would work in the digital media landscape of the future. The researchers are mostly working on features and capabilities that might appear in adCenter in the years -- not weeks or months -- ahead.

"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," said Tarek Najm, general manager of adCenter, in a statement.

The adLab launch comes at a time when Microsoft is playing catch-up to more established players -- including Google and Yahoo -- in the online advertising arena. Yet the company has made clear it intends to make advertising a significant revenue stream in the future, and adLab appears to be part of that overall plan.

The company officially took the wraps off adLab at an event in Redmond in which the Beijing-based scientists presented prototypes of a number of their projects. The prototypes involved mobile and television-based ad products, as well as online ad solutions that involved video.

One more near-term prototype, which Redetzki said was coming in six months, was a capability to let marketers target ads by behavioral segments. She added that advertisers would also be able to create custom segments, which would let them more accurately target their prospects.

Scientists also showed off video hyperlink ads, which lets consumers zoom into products featured on a television screen and click-through to detailed information about the product. Translation software, ad bar-code readers and social network mining technologies were also displayed.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...