RealTime IT News

Microsoft Previews Latest Ad Tech

Microsoft's adCenter Labs organization this week showed off prototypes of leading edge online advertising technologies at its fourth annual Demo Fest event on its Redmond, Washington campus.

The company has adCenter Labs for "incubation" of technologies and demonstration projects in Redmond as well as in India and China, and holds the annual event to show off some of its experimental prototypes.

Microsoft adCenter is the company's online-advertising unit, offering branded technologies for serving and selling pay-per-click ads, similar to Google AdWords.

Among the technologies demonstrated at this year's event was a prototype multi-touch screen computer - similar to the company's Surface computer -- that could be used as an information and coupon kiosk in a mall, for instance.

Besides dispensing coupons and directions, the demo, dubbed Air Wave, could also be used along with a Webcam to let consumers virtually "try on" accessories such as sun glasses, the company said in a statement.

Another demo application, referred to as "intelligent bug ads," automatically examined a video and calculated where in the scene a custom ad image - either a still, an animation or movie -- could be inserted without interfering with the viewer's experience.

Other demonstrations featured one that used speech recognition to analyze videos and to serve textual ads that relate to the content discussed in the videos - while another was designed to identify offensive or sensitive content on a Web page and block display of contextual ads related to that content.