MarketingVOX: As expected, Microsoft has integrated behavioral targeting into paid search advertising via its adCenter platform.

As of Tuesday, advertisers have the capability of showing their pay-per-click ads to users based on their web-surfing history, reports MediaPost. Microsoft's MSN unit will study surfers' search behavior to deduce their interests and categorize them among 18 audience segments, including mobile users, internet power users, gamers, movie watchers, new/expecting moms, parents, and various categories related to travel searchers and auto buyers.

Behavioral targeting differentiates paid search via adCenter from market leader Google's AdWords and Yahoo's Search Marketing. adCenter's targeting capabilities include daypart, demographic and geographic targeting.

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