1. ZhaoHui Tang Group Program Manager Microsoft adCenter Labs ZhaoTang@microsoft.com

2. Our Mission Research and incubate new digital advertising technologies through state-of-the art research, breakthrough innovation, rapid prototyping, and large-scale system integration. Build the industry leading advertising platform and Microsoft’s revenue growth engine. adCenter adCenter Labs

3. adCenter Labs Redmond – adCenter Data Mining Research – 30 researchers adCenter Labs Beijing Microsoft Research Asia – 30 researchers Advanced Technology Center – 60 engineers in adCenter Group Plus a dozen affiliated Researchers from MSR Redmond and MSR Cambridge

4. Research Areas Paid Search Relevance Relevance verification Relevance verification Relevance measurement Relevance measurement Keywords Technologies Categorization Categorization Mutation/Group detection Mutation/Group detection Forecasting Forecasting … … Content Ads Text Mining Text Mining Concept hierarchy Term extraction Sensitive Content detection … Behavior Targeting Age and Gender prediction Online Commercial Intention detection Audience Segmentation Social networking … Emerging Market Video ads Large display Local ads Mobile ads …

5. Prototypes

6. Demo

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