Microsoft Officially Rolls Out Its Contextual Ad Network

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Microsoft has taken its Content Ads contextual network out of beta.

The official launch of Content Ads, which media buyers can use to place keyword-targeted ads on up to 1,000 sites including WSJ.com, FOX Sports, and RunnersWorld.com, is part of an upgrade to the company's adCenter pay-per-click ad buying system. The upgrade also includes enhanced targeting, bidding and keyword research options.

Microsoft's answer to Google's AdSense network, Content Ads enables advertisers to deliver content-relevant ads across the Microsoft content network audience. With its general release, the offering has added a site exclusion option that allows advertisers to withhold their ads from up to 500 sites in the network at the campaign or ad group level. Additionally, marketers can now analyze the performance of individual sites in the Content Ads network.

"With this increased visibility into Content Ad placement and performance of their Content Ads, advertisers will be able to help control the distribution of their Content Ads and improve ROI," said Brian Boland, director of search and media with Microsoft's Advertiser and Publisher Solutions Group. Boland claimed financial services advertisers have found particular success with Content Ads to date.