Microsoft Forming ISRC Group To Close Gap With New Ad

Microsoft is sometimes criticized for being too slow to move technologies from its research labs to its products. In the areas of Internet search and advertising, the company says it's hoping to address that issue by forming a new group, the Internet Services Research Center. The group will be within Microsoft Research, but the company […]

Microsoft is sometimes criticized for being too slow to move technologies from its research labs to its products. In the areas of Internet search and advertising, the company says it's hoping to address that issue by forming a new group, the Internet Services Research Center.

The group will be within Microsoft Research, but the company says it will work closely with MSN and other product development teams.

Bill Gates announced the plan this morning at Microsoft's annual meeting with financial analysts in Redmond, where one of the company's objectives is to persuade Wall Street that it can grow its revenues in areas outside its traditional businesses. One of its biggest challenges is its small share of the Web search and online advertising markets, behind Yahoo and Google.

Shum
In an interview, Harry Shum, the corporate vice president who will lead the new group, explained the idea behind it: "You really need to not only develop cool technology, you also need to deploy those technologies, such that you understand what's working and what's not, get the feedback from the users," he said. "That naturally gives this very deep connection between research and product development."

If that sounds familiar, it's because this isn't the first time Microsoft has tried to close that gap between its Internet research initiatives and its online products in the market. The company's Live Labs team, announced early last year, was created with similar goals. It's also not its first research group focused on advertising: Microsoft's adCenter Labs team works on advanced online advertising concepts.

Microsoft, ISRC, Advertising, Game Ads, Microsoft News

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