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Microsoft adCenter Incubation Lab Opens In Beijing

Microsoft has 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.

One of the innovative technologies highlighted at the 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.

adLab, a joint effort between MSN's adCenter and Microsoft Research, is a state-of-the-art lab in Beijing with a mission to research and incubate advanced technologies for MSN's adCenter, designed to provide advertisers with

rich targeting capabilities based on audience intelligence information and give consumers a more relevant online experience.

adLab's 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.

The researchers gathered last week 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, and 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, and video and large-display ads.

The adLab will be headed jointly by Ying Li, Ph.D., of Microsoft adCenter in Redmond and Jian Wang, Ph.D., 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.

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