The digital data collection arms race is unleashing powerful forces focused on data collection and consumer targeting across much of the online world.Â As advertisers meet to discuss and celebrate their accomplishment and plans, as part of Advertising Week, Microsoft is playing a leading role.Â As you read about their plans from this excerpt in Adweek, keep in mind that they hope to bundle their search marketing platform with Yahoo!
Microsoft is heading into Advertising Week looking to capture the ad industry’s attention by laying out a sweeping vision for the online advertising market and the integral part it plans to play in its the future…At the heart of that undertaking is the plan to build a product that can determine exactly what ads Web users want to see and when. “At the core, the most important thing to us is mining user intent,” Howe [Scott Howe, corporate vp, Microsoft’s advertiser and publisher solutions group], said. “What does a user really want to see in the way of advertising.”
That’s easy in search. But intent is not so clear on content sites or social networks. “If Bing is step one [for Microsoft Advertising], step two is extending that engine to power the ads that someone sees across all display ad formats and multiple devices,” Howe said.
…”When people talk about behavioral targeting, often they’re talking about flat display formats on a PC — and we’re talking about across all digital devices,” he said. “And so, by having this engine power all the different things holistically, we’re actually in some respects unlocking the Holy Grail of marketing.”