Sept. 26, 2005 — Today, Yusuf Mehdi, senior vice president of the MSN® Information Services & Merchant Platform division, opened the second annual Advertising Week 2005 in New York City by announcing the official launch of adCenter in France and Singapore. adCenter powers a paid-search service from MSN that provides advanced audience intelligence and targeting capabilities to help advertisers improve their return on investment when it comes to paid-search advertising.
The official launch of adCenter in France today and Singapore on Aug. 31 follows successful pilot programs in both countries. U.S. testing of adCenter is set to begin in October.
In the near future, adCenter will become a one-stop shop from which advertisers can manage all their MSN advertising campaigns, end to end, including display and direct ads. In addition, advertisers will be able to use advanced targeting tools and audience intelligence data to reach their desired audiences across the MSN network. Advertisers interested in learning more or signing up for adCenter can go to http://advertising.msn.com.
This is the Google AdWords competitor with the added twist of “audience intelligence data” which has already upset privacy advocates. For a critical review, see Charles Jade’s Microsoft unveils adCenter from earlier this year.
UPDATE: See also Sunday’s NY Times article by Saul Hansell available on CNET.
UPDATE: One further note:
Because of adCenter, Yahoo will likely feel some financial pain relatively soon. It has a profit sharing arrangement with MSN to do the same thing as adCenter.
The Yahoo/Microsoft agreement expires in June 2006. It is Rosoff’s understanding that this means “Yahoo is out” at that time.