Microsoft to Release AdCenter Test Results

According to an article published by DM News in late December, Microsoft plans to release the AdCenter test results in the first quarter of this year.

"MSN's U.S. AdCenter test began in October with 500-600 advertisers and agencies. Now in the second phase, with 800 advertisers and agencies, MSN temporarily halted taking on more advertisers. The company is "hoping" to launch officially in the first half of 2006 and will release results of the test in the first quarter, a Microsoft official told DM News. "

The article goes on to say how publishers have been happy with the ROI from AdCenter so far, but would like Microsoft to speed up the release in order to see how well the program scales. In my opinion it's easy to generate a great ROI if you're one of two people (or in some cases the only person) bidding on a keyword, but that changes when the market is open to all the competition. When you're the only game in town it's easy to generate a great ROI. Of all companies out there Microsoft should know this as well as anyone;-)

I, like many other users and potential users of AdCenter, will be very interested in the results Microsoft releases. Above and beyond that though, I'm more interested to see how AdCenter will scale as it becomes available to the general public.