While it was in beta it was MSN adCenter, but now it has gone live as Microsoft adCenter. Press release:
At the seventh annual MSN® Strategic Account Summit, Microsoft Corp. CEO Steve Ballmer will announce the launch of Microsoft adCenter, the company’s online advertising platform now serving 100 percent of paid search traffic on Microsoft® online properties in the U.S. market.
Announced a year ago at the sixth annual Strategic Account Summit in March 2005 as a comprehensive platform and set of tools for advertisers, the Microsoft ad platform will be launched at the summit by Ballmer in the U.S. (English version only), joining the service’s availability in Singapore and France and serving 100 percent of paid search ads in these markets. Microsoft adCenter also will begin testing with a limited number of advertisers in the U.K. market in June.
As the advertising engine for Windows Live, MSN and other Microsoft online services, Microsoft adCenter is helping advertisers strategically plan their online buys and is designed to help them gain a higher return on investment by utilizing real audience intelligence and advanced targeting capabilities.
Microsoft adCenter is designed to ultimately provide advertisers with a one-stop-shop experience, whether buying search, contextual or display ads across a number of Microsoft properties.
The launch had been promised by June when the ad contract with Yahoo ran out.