Microsoft uses behavioral targeting to improve it advertising relevance

BY aarrieta



Microsoft has started to use its behavioural targeting technology where it combines search habits, personal information and online behaviour to generate a profile. This profile is used to determine the main interests of the user in order to show him only advertising that applies to those interests and are relevant for that particular user.

According to the Wall Street Journal Online, Microsoft is already combining anonymously the information entered by its 263 million Hotmail users with the searched words and clicks on Live Search. The combined information enrich the profiles that are used to improve campaign performance showing the ads only to those who they are relevant for.

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