In a surprising move, Microsoft has announced the revival of Microsoft pubCenter, an advertising platform originally launched in 2006. Despite its previous gradual fade into obscurity, the tech giant is now breathing new life into the platform, touting it as a simple solution for creators and small to medium-sized publishers to monetize their websites through code-on-page ad placements.
Microsoft pubCenter is making a comeback with the promise of enhanced features and a more competitive edge. The company stated, “We developed Microsoft pubCenter to serve ads that drive higher engagement and more revenue for you. We offer flexible mediation, allowing you to use our ads in the same ad units alongside Google AdSense. The key difference is that we’ll only serve our ads when we predict a higher bid for you.”
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One of the key features of the revived pubCenter is its compatibility with existing advertising solutions. Publishers can seamlessly integrate Microsoft’s ad code alongside other ad networks, providing them access to demand from across the Microsoft Advertising Network, including Microsoft Invest and the Microsoft Advertising Platform, which boasts thousands of advertisers.
For those with a history in the digital advertising space, Microsoft pubCenter may sound familiar. Initially introduced as “Content Ads” in 2006, it later underwent a rebranding to become “Microsoft pubCenter.” An active login page from its previous incarnation still exists. It’s important to note that this revival differs from the Microsoft Start Partner program, indicating a new direction for Microsoft in the advertising sector.
So, the question arises, will publishers opt for Microsoft’s pubCenter over the industry-standard AdSense? The answer may depend on the performance and revenue potential offered by the revamped platform. In a pilot release phase currently limited to U.S.-based businesses, Microsoft has urged publishers to give it a try. The company has promised a global rollout in the coming months, making it available to a wider audience.
While some may view this as an unexpected move, Microsoft’s determination to revitalize pubCenter suggests their intent to reposition themselves in the digital advertising landscape. As competition among advertising platforms continues to heat up, publishers now have an additional option to consider, and the success of Microsoft pubCenter’s resurgence will be closely monitored in the months to come.
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Shadrack Biwot: Digital marketer & Founder of Sedi. Pioneering digital strategies since ’21. Passion for tech, transforming businesses. #SediFounder