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MSN and The Power of Segmentation

Posted on 1.05.2006
If you were to design the very best advertising network (one where you could select the users as opposed to the other way around) you very well may select the new MSN Ad Center. What will make their network (its currently private) attractive to search advertisers is the power it provides to segment campaigns by demographics, geographics and, yes, time of day as well. That means if you're interested in selling a WAHM (work at home) opportunity to stay at home parents aged 18-35 in the city of Portland - you can do it. Sell hearing aids to senior citizens in Palm Beach - you can do it. While Google does allow geographic targeting, they do not provide the degree of segmentation that is coming shortly from the MSN Ad Center. Yahoo and Google are certainly capable thanks to the immense number of users using their services (which means more user data), but whether they can catch MSN, who certainly has a leg up at this point, is anyone's guess.

Pete Prestipino - WSM Managing Editor

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