MUMBAI: Software major Microsoft has unveiled the Microsoft adCenter Incubation Lab (adLab) during its adCenter Demo Fest. Held a few days ago this was an exposition of research and innovation in the field of digital advertising technology from Microsoft researchers.

adLab, is based in Beijing. Its mission is to research and incubate advanced technologies for MSN's adCenter, designed to provide advertisers with rich targetting capabilities based on audience intelligence information and give consumers a more relevant online experience.

adLab's 50 researchers will develop advertising solutions that connect marketers with consumers in more relevant, innovative ways unseen in the industry before now. At the adCenter Demo Fest on the Microsoft campus a few days ago , the researchers gathered to present prototypes of more than 15 of the approximately 40 ad technologies they are
currently working on for long-term implementation, including online advertising solutions, video opportunities, and television and mobile-based
advertising products.

Microsoft claims that these prototypes hold the promise to change online advertising dramatically in areas such as paid search, behavioral targeting and contextual advertising. Also shown were projects addressing areas of incubation in their earliest stages of investigation, such as ad bar-code readers and video and large-display ads.

Microsoft says that the move commitment to innovation in the field of ad products. Microsoft says that its team of researchers in this field is unsurpassed and certain to produce compelling advances that will impact and ultimately change the game in online advertising. With this long-term applied research, it says that it will continue to help improve advertisers' return on investment by delivering rich audience intelligence information and enabling simple and complete control over all aspects of the advertising campaigns.

One of the innovative technologies highlighted at the event was video hyperlink ads, which can detect product items displayed on a television screen during a show or commercial. This allows consumers to zoom into products featured on the television screen and click through to detailed product descriptions and information on where the products can be bought.