Microsoft details alternative to Google

CEO Steve Ballmer was preparing Thursday to announce the launch of Microsoft adCenter, the company’s online advertising platform which is now serving 100 percent of paid search traffic on Microsoft's online properties in the U.S. market. 

In a news release, the company said Ballmer will thank advertising and marketing executives attending the company's Strategic Account Summit for their help in developing the alternative to Google's paid search platform.  Testing of the re-named service's contextual advertising capabilities will start this summer.  Since last October, it's been known as MSN adCenter.

Microsoft adCenter, Ballmer will say will grow  "to address advertising opportunities beyond paid search."  He will also announce that  Microsoft has acquired DeepMetrix Corp., a provider of statistical and analytical tools for online marketers and publishers to help them evaluate and manage AdCenter campaigns.

Jennifer Slegg at SearchEngineWatch.com has an analysis.