Business News
Microsoft Advertising Announces Formation of Publisher Leadership Council
Thursday 26. February 2009 - Consortium of leading Web publishers will consult on next-generation advertising platform, Microsoft PubCenter.
Microsoft Corp. today announced the creation of the Publisher Leadership Council, a collaboration with a select group of leading Web publishers who will consult on the development of Microsoft PubCenter, its next-generation advertising platform for digital media publishers.
The Publisher Leadership Council comprises digital media executives and discipline-leading practitioners, including charter members from IAC, Dow Jones & Company, The New York Times Co., Time Inc. and Viacom Inc. This group will provide firsthand perspectives and insights to inform PubCenter features and functionality, including enhanced targeting, measurement and reporting functionality. Partner company executives will form a steering committee, focused on framing the key challenges and opportunities facing the digital media industry and the role of technology in solving them. To help Microsoft gain greater insights and perspectives, representatives will have the unique opportunity to inform platform design and feature prioritization.
“Digital media publishers have diverse needs and face many challenges,” said Scott Howe, corporate vice president of the Advertiser & Publisher Solutions Group at Microsoft, the platform and monetization engine for Microsoft Advertising. “This initiative is validation of our commitment to partnering with the industry to meet those challenges together. Some key features of PubCenter are still on the whiteboard, and were giving our partners a pen.”
PubCenter will be built on the existing adCenter Publisher architecture that is currently in beta and will include the convergence of technologies and tools provided by the former Atlas and Rapt solutions, as well as a self-serve offering. The new platform will provide innovative forecasting and order management solutions, advanced analytics tools, and enhanced targeting functionality to enable all digital media publishers to have access to the tools and technology they need to provide valuable and relevant ad content to their advertising partners.
“As an industry, were forced to rely on many disjointed tools and systems, and the quality of the data we receive can suffer as a result,” said Nada Stirratt, executive vice president of Digital Advertising at MTV Networks, a subsidiary of Viacom. “Data is critical to managing, measuring and meeting the needs of our advertisers and audience, and enhancing the overall value we deliver. By collaborating with Microsoft, were in a strong position to help address these needs and, together, chart the industrys future.”
Announcement of the Publisher Leadership Council coincided with a keynote appearance by Howe at the Interactive Advertising Bureau Annual Meeting: Ecosystem 2.0 today in Orlando, Fla.