Microsoft invites UK advertisers into AdCenter

Microsoft is attempting to match rivals Yahoo and Google in the UK ad market

Microsoft hopes to woo UK advertisers by allowing selected companies to access its AdCenter technology. 

The move is seen by search industry analysts as an attempt to match Microsoft's rivals Yahoo and Google in the UK ad market.

AdCenter is the arm of MSN responsible for its advertising services.

Advertisers invited to access AdCenter's APIs will be able to add their campaign content directly to AdCenter, or to develop new programs for the purpose. 

AdCenter already operates a similar model in the US, where advertisers can register their interest in the hope of being invited to access the APIs.

Yahoo uses the same invitation model with its Yahoo Search Marketing service, while Google AdWords charges advertisers for access. 

A number of large companies, including eBay, are currently testing AdCenter APIs in the UK. Other companies will be invited to register their interest when the UK service is launched in full at the end of 2006. 

James Colborn, search strategy product manager at Microsoft, said that the software giant had no plans to change its model and introduce Google-style fees to access AdCenter APIs.

Colborn hoped that opening up the APIs in the UK would benefit both Microsoft and the UK advertising industry, and that advertisers could help Microsoft to learn about the market.