Microsoft search centre to "disrupt" online advertising

Category: Search

June 18th 08, 10:27

A European Search Technology Centre, aimed at accelerating Microsoft's investment in Live Search, is to be opened by the software giant in 2009.

The announcement, made at the Cannes Lions International Advertising Festival, came after the company raised concerns about Google's domination of the search advertising market last week.

Satya Nadella, senior vice-president of Microsoft's search, portal and advertising group, commented that the firm wanted to invest deeply in multiple markets in order to ensure that research and development was being guided by local expertise.

"Searchers have different expectations and experiences in every geography in the world," the executive said.

Reuters reported last week that Microsoft had sent an email warning that Yahoo!'s search advertising tie-up with Google would drive up prices and drastically reduce competition in the market.

The new Search Technology Centre is intended to "disrupt" the search and advertising market, Microsoft said at the International Advertising Festival.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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