Behavioral targeting has been at the core of MSN's adCenter since it was first initially reviewed to advertisers in late 2005.

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(Continued) The RFS Newsletter, Sep. 9, 2006. Page 8
A Microsoft spokesperson said "The benefits are two-fold: First, Internet users benefit from ads that are relevant to their specific interests. Secondly, search advertisers benefit by reaching a more relevant audience, along with an increasing ROI." MSN first previewed its targeting capabilities to a group of select advertisers at its Strategic Accounts Summit in May 2006. Altough these display ads are not yet being served through Microsoft's adCenter platform, they eventually will be Microsoft said.

Improved targeting (including behavioral targeting) has been at the core of adCenter since it was first initially reviewed to advertisers in late 2005. MSN did in fact reveal some of its targeting tools in June through its adCenter Labs project. One of MSN's rival, Yahoo has offered behavioral targeting across its network for a few years, first with its Fusion and Impulse offerings, and more recently with new targeting capabilities with segments for "Engagers" and "Shoppers."

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