Microsoft Unveils Ad-Technology LabMicrosoft Unveils Ad-Technology Lab

Microsoft Corp. has unveiled an advertising lab that will develop technologies for its upcoming AdCenter, which provides paid search, analytical tools and other services for advertisers.

The AdCenter Incubation Lab, or AdLab, has opened in Beijing and is responsible for developing technologies that would provide advertisers with better tools for targeting online consumers. The lab was unveiled this week at Microsoft's AdCenter Demo Fest in its Redmond, Wash., headquarters.

AdLab has more than 50 researchers currently working on about 40 advertising technologies, the company said. Among the technologies highlighted at the event is a "video hyperlink ad" that can detect a product displayed on a television screen during a show or commercial. Consumer can then zoom into the product and click through to a detailed description and information on where it can be bought.

Ying Li of Microsoft AdCenter in Redmond, and Jian Wang of Microsoft Research Asia in Beijing will jointly run the lab.

Microsoft's AdCenter is currently being tested in the United States, and is expected to launch in the spring. The service is the linchpin of Microsoft's strategy for catching up with rivals Google Inc. and Yahoo Inc. in the multi-billion-dollars advertising market linked online search.