The company showed off the new products, which come out of Microsoft adCenter Labs, at its fourth annual Demo Fest event.
The technologies highlighted at this event included the latest advances and algorithms in content analysis and computer vision for video and images, speech recognition for contextual video ads, and advanced marketing intelligence that enable enhanced audience insight and better targeting capabilities for advertisers.
“We believe the technical advances and intelligence we are creating at adCenter Labs can change the game of online advertising,” Microsoft technical fellow Tarek Najm said.
“We are developing advertising algorithms that can anticipate and understand consumer behavior faster than the speed of thought, so that we can help advertisers create more efficient and relevant user experiences,” he said.
The new Contextual Ads for Video technology uses speech recognition to enable ads to be dynamically served based on the content discussed in the video. If the topic of the video was gardening, ads related to gardening or lawn improvement could be served in an adjacent text-based ad as the video played.
Another system, called Intelligent Bug Ads, lets contextual advertising be placed within a video, using a computer vision algorithm that calculates the least intrusive spot within the video to place the ad – so as to balance the needs of the viewer and advertiser by not entirely spoiling the viewer experience.
The company believes keyword search advertising will ultimately make up only a small portion of a vast market for digital advertising.
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