Microsoft Corp. has unveiled a series of next-generation digital advertising technologies at its fourth annual Demo Fest, an event that showcases some of the leading-edge technologies in development by Microsoft adCenter Labs . The technologies highlighted at this event included the latest advances and algorithms in content analysis and computer vision for video and images, speech recognition for contextual video ads, and advanced marketing intelligence that enable enhanced audience insight and better targeting capabilities for advertisers.
“We believe the technical advances and intelligence we are creating at adCenter Labs can change the game of online advertising,” said Tarek Najm, technical fellow at Microsoft. “Solutions to today’s challenges must be capable of handling and understanding the complexity of vast amounts of data. To address that challenge, we are developing advertising algorithms that can anticipate and understand consumer behavior faster than the speed of thought, so that we can help advertisers create more efficient and relevant user experiences.”
“The ultimate marketing objective is to find a sweet spot where you connect with a consumer on their terms,” said Jeffrey Pruitt, executive vice president of Corporate Partnerships for iCrossing and president of the Search Engine Marketing Professional Organization (SEMPO). “The insights and research that are coming out of Microsoft’s adCenter Labs help provide agencies and advertisers with smarter, more relevant online advertising technologies and tools to make informed decisions on those connection points.”
Microsoft Advertiser & Publisher Solutions (APS) provides world-class advertising platforms and tools for advertisers, agencies and publishers. Its mission is to make buying and selling media simpler, smarter and more cost-effective across media and devices in the Microsoft network of properties and beyond. The APS portfolio includes Microsoft adCenter, Atlas, DRIVEpm, Massive and ScreenTonic. APS businesses span search, display and emerging media including mobile, gaming, video on demand and IPTV.