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In-return, Microsoft got a share in the ad revenues. But later in 2006 Microsoft turned to its own system: Adcentre, which helped develop a direct relation with its advertisers along with the option to customize beyond the functions provided by advertising systems for e.g. Demographic targeting etc. Plus with the Adcentre, Microsoft would not have to share profits with a competing search service.
Challenges in front of Microsoft
• Microsoft had a very complicated challenge in how to expand its Adcentre as advertisers were the sole source of revenue. Hence, recruiting more advertisers was the only option for Microsoft...
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