Microsoft looks to target search behaviour

Microsoft has announced plans to target advertisements towards users across its various websites by using information gathered from its Hotmail service.

As a result the firm will combine personal information from its 263 million users with their internet searches, reports the World Advertising Research Centre, citing the Wall Street Journal.

Head of advertising sales for Microsoft, Chris Dobson, claimed that such behavioural targeting could help marketers target specific audiences efficiently and stop sending messages.

Mr Dobson pointed to trials of the service in America where behavioural targeting had increased clicks on advertisements by up to 76 per cent.

Earlier this month, Microsoft reported that search engine results could reflect the information stored on users' hard drives.

The firm claimed the service will allow users to develop future internet searches catered directly to their specific interests.

Meanwhile, Microsoft's new Mix facility will let searchers organise their results and share them with other users, which could help companies increase their online traffic.

Back 26.03.2007.