Microsoft opens advertising technology lab in Beijing

Microsoft Corp. Friday announced the establishment of a research and development (R&D) lab in Beijing for Internet advertising-related technologies.

The Microsoft adCenter Incubation Lab (adLab) is a joint effort between two parts of the company: Microsoft Research Asia and MSN adCenter. The goal is for adLab researchers to develop technologies that can target advertisements based on audience intelligence information, matching ads with the interests of consumers, Microsoft said in a statement.

Later Friday, the lab’s researchers will present around 40 different technologies they have been working on at the adCenter Demo Fest conference in Redmond, Microsoft said. Those technologies included projects under development related to paid search, behavioral targeting and contextual advertising, ad bar-code readers, social network mining, and video and large-display ads, it said.

There are currently 50 researchers at adLab, which is jointly headed by Ying Li, of the Microsoft adCenter in Redmond, Washington, and Jian Wang, of Microsoft Research Asia in Beijing. The team of adLab researchers includes specialists in data mining, information retrieval, statistical analysis, artificial intelligence, auction theory, visual computing and digital media, Microsoft said.

Microsoft did not say when adLab was established.

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