Following its recent partnership with video ad network YuMe, Microsoft is increasing its attempts to penetrate the online search and advertising markets with the opening of a “search technology centre” based in Europe.
The centre was planned prior to Microsoft’s attempts to acquire Yahoo! and represents a means for the company to become an online search leader in the European market. Microsoft says the centre will open next year in an undisclosed major European city and will provide search technology focused on providing locally-relevant results for users in European nations, with Microsoft promising a more ‘intelligent’ and powerful search service than those currently available.
Microsoft says the primary aim of the centre is to “disrupt” a search market currently dominated by Google and Yahoo! and to promote the operations of its Live Search brand, with the expectation it will provide similar initiatives to the recent cashback offer made to US users of Microsoft search tools.
The European expansion will also be aided by the move to bring the DrivePM ad targeting network, part of aQuantive acquired by Microsoft last year in its USD6.5bn purchase, to six major European markets beyond its current reach of the UK, Germany, France, Spain and Italy.