Microsoft is adding features to its Internet display-ad products to keep from losing customers to Google and Facebook in the $12.3 billion U.S. market that’s expected to climb 25 percent this year, Bloomberg reports.
Microsoft is unveiling tools and partnerships with AppNexus Inc. and MediaMath this month designed to help customers more effectively tailor ads and measure their impact, Bloomberg says, adding that the move also aims to reassure customers that have questioned Microsoft’s commitment to display ads as it shifted its focus to search-related ads.
“We’re investing more, and more intelligently, in display now,” said Microsoft General Manager Dennis Buchheim, who oversees ad software including Atlas, which is used to place ads on websites and competes with Google’s DoubleClick. “There has been this mumbling out there of, are we investing in display, and absolutely that is a major investment area for us,” he told Bloomberg. Buchheim declined to provide specific spending or personnel targets.