24 February 2009

Microsoft searches for answers with PubCenter

Microsoft has this week announced the creation of the Publisher Leadership Council whose members will consult on the development of a new advertising platform for publishers - dubbed Microsoft PubCenter for short.

The announcement was made at the Interactive Advertising Bureau Annual Meeting held this week in Orlando, Florida.

Charter members of the Publisher Leadership Council include IAA, Dow Jones Online, The New York Times Co., Time Inc. and Viacom Inc.

The council will provide input on areas such as enhanced targeting, measurement and reporting functionality, with members also having an opportunity to provide insight on design and feature prioritisation.

Scott Howe, corporate vice president of the Advertiser & Publisher Solutions Group at Microsoft explained that "some key features of PubCenter are still on the whiteboard, and we're giving our partners a pen".

Microsoft PubCenter will be built on the existing adCenter Publisher platform, which is still in beta, and will also incorporate technologies from Rapt and Atlas Solutions.

Microsoft explained that "the new platform will provide innovative forecasting and order management solutions, advanced analytics tools, and enhanced targeting functionality to enable all digital media publishers to have access to the tools and technology they need to provide valuable and relevant ad content to their advertising partners".

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