Scott Howe, corporate vice president of advertiser and publisher solutions, told Revolution that Microsoft is planning to launch a multi-media ‘matching engine' capable of providing consumers with highly targeted content and ads across the web, mobile and TV.
According to Howe, Microsoft will use the technology behind Bing, its new ‘decision engine' to develop personalised content and launch new ad formats in areas including search, social media, user-generated content and mobile apps.
"We want to empower consumers by providing them with the most relevant content and advertising," says Howe. "The wheels are in motion and we've already started collapsing our ad platforms together."
Last week Microsoft and Publicis Groupe struck a deal to tap into data from TV set-top boxes to targeted TV ads. The partnership will enable advertisers to buy audience-specific ads based on information gleaned from the viewing habits of US households who watch TV using set-top boxes.
The second part of the deal involves developing new digital ad formats to build on Publicis Groupe's existing initiative, called the Pool. The Pool is an alliance involving Microsoft, CBS, Hulu, Yahoo, AOL and Discovery that has created a new pre-roll advertising format expected to launch in January.
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