MSN a dévoilé aujourd'hui l'ouverture d'un nouveau centre de recherche dédié au développement d'outils pour la plateforme adCenter. Situé à Pékin, le centre de recherche, surnommé le adLab, a pour mission de fournir aux annonceurs des possibilités d'optimisation de ciblages tout en améliorant l'expérience des utilisateurs. Plus de détails dans le communiqué de presse de Microsoft :
Microsoft adCenter Incubation Lab Unveils Global Technology for Digital Advertising Industry
adCenter Demo Fest exhibits leading-edge advertising technology.
REDMOND, Wash. — Jan. 12, 2006 — Microsoft Corp. today unveiled the Microsoft® adCenter Incubation Lab (adLab) during its adCenter Demo Fest, an exposition of industry-leading research and innovation in the field of digital advertising technology from Microsoft researchers.
adLab, a joint effort between Microsoft’s adCenter and Microsoft Research, is a state-of-the-art incubation lab in Beijing with a mission to research and incubate advanced technologies for Microsoft’s adCenter, providing advertisers with rich targeting capabilities based on audience intelligence information while giving consumers a more relevant online experience.
adLab’s top-notch group of more than 50 researchers will develop advertising solutions that connect marketers with consumers in more relevant, innovative ways unseen in the industry before now. Today at the adCenter Demo Fest on the Microsoft campus, the researchers gathered to present prototypes of more than 15 of the approximately 40 advertising technologies they are currently working on for long-term implementation, including online advertising solutions, video opportunities, as well as television- and mobile-based-advertising products.
These prototypes hold the promise to change online advertising dramatically in areas such as paid search, behavioral targeting and contextual advertising. Also shown were projects addressing areas of incubation in their earliest stages of investigation, such as ad bar-code readers, social network mining, image and video and large-display ads.
“The exciting work being shown at adCenter Demo Fest and the new Microsoft adLab reflect Microsoft’s commitment to innovation in the field of ad products,” said Tarek Najm, general manager of adCenter at Microsoft. “The Microsoft team of top researchers in this field is unsurpassed and certain to produce compelling advances that will impact and ultimately change the game in online advertising. With this long-term applied research, we will continue to improve advertisers’ return on investment by delivering rich audience intelligence information and enabling simple and complete control over all aspects of the advertising campaigns.”
One of the innovative technologies highlighted at this event was video hyperlink ads, which can detect product items displayed on a television screen during a show or commercial, allowing consumers to zoom into products featured on the television screen and click through to detailed product descriptions and information on where the products can be bought.
The adLab will be headed jointly by Ying Li of Microsoft adCenter in Redmond and Jian Wang of Microsoft Research Asia in Beijing, and will consist of a team of dedicated scientists with specializations in the areas of data mining, information retrieval, statistical analysis, artificial intelligence, auction theory, visual computing and digital media. Together, this group of internationally renowned researchers have published more than 80 articles on a range of topics including information retrieval, data mining, visual computing and smart devices.
Source : SearchEngineWatch
