MSN Adds Behavioral Targeting to adCenter

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Microsoft adCenter advertisers can now have their pay-per-click ads shown to users who have been identified as likely purchasers based on their search history. By analyzing a user’s search history and the sites they have visited, MSN creates a “profile” of the user. Users who have expressed a lot of interest in cars, for example, can be tagged as potential auto buyers and therefore more likely to complete a purchase.

MSN counts on demographic, and now behavioral, targeting to set it apart from the competition. However, other major players are not far behind. Google has been collecting search data for a while now. Yahoo! is almost ready to release their brand new pay-per-click platform. Microsoft, however, has a good infrastructure in place and it is about time it started using it wisely.

About the Author

Andrey Milyan was the first editor-in-chief of Search Marketing Standard, the leading print publication covering the search marketing industry. He has been following and reporting on industry developments for over 10 years. Andrey now works in the paid search sector of a prominent search marketing agency.

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