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Behavioural Ad Targetting Now Available

To AdCenter Advertisers



9:30 am on Sep 7, 2006 (gmt 0)

WebmasterWorld Senior Member trillianjedi is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Online Media Daily reports that behavioral targetting is now available within AdCenter:-


The idea is essentially to obtain user-behaviour data from the MSN and MS Search networks to find out what people are interested in. They are then targetted with ads on topic to those interests, rather than specific keyword searches.

For example, if I'm searching around for prams and discount baby clothes, chances are I'm a new mum (well, dad actually) so I would be in the "new parent" category which advertisers could specifically target.

The behavioral targeting component of MSN's adCenter ads is one of the bids the company is making to differentiate its search engine marketing product from its dominant competitors

Well.... maybe.

Actually, Yahoo! have been doing this kind of thing for a few years now, and it's likely to have more of a focus with it's upcoming Panama platform.

Google also filed a couple of patents on this last year:-

US Gov Patent Link [appft1.uspto.gov]

This could be the future of ad targetting for the web and the scenery around this space could change quite a bit depending on who implements this the best way. I'm not sure how well it works in practice, but in theory it certainly makes sense.

Anyone here using it?



11:32 am on Sep 7, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member


The "behavioral" component is reportedly out as of yesterday - but I did not see it yesterday when I looked in my adCenter account.

[edited by: trillianjedi at 11:36 am (utc) on Sep. 7, 2006]
[edit reason] Thanks - my title was a mistake - now corrected ;) [/edit]


2:07 pm on Sep 7, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

i havn't see this in our account either. Is it a full launch or just the US?


2:26 pm on Sep 7, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

just the US?

Either way... I am in the US.


5:34 pm on Sep 7, 2006 (gmt 0)

5+ Year Member

YAY! A launch without a ship!


7:16 pm on Sep 7, 2006 (gmt 0)

5+ Year Member

Hi everyone, I just wanted to clarify something about this. Yesterday's Media Post article referred to the recently launched behavioral targeting for display advertising, and incorrectly stated that behavioral targeting was part of Microsoft adCenter - they have since corrected the article. Behavioral targeting for Display advertising is not related to any functionality currently available in Microsoft adCenter.

I'm sorry about the confusion and please let me know if you have any questions.



8:42 am on Sep 8, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

thanks for the reply adcenter,

do you know if this feature is planned for launch within adcenter at any point in the future?



5:26 pm on Sep 8, 2006 (gmt 0)

5+ Year Member

Hi Briggidere,
We're working on this - we've developed behavioral targeting technologies available in demo format at Microsoft adCenter Labs [adlab.microsoft.com]. This is a "testing ground" for new search technology and we take the best features from adlabs to incorporate into the adCenter user interface.

The two behavioral search technology demos in adLabs are Demographics Prediction and Detecting Online Commercial Intent.

More forum discussion about AdLabs on this thread [webmasterworld.com].



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