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Microsoft's Secret Ad Sauce

Some experts are saying the unthinkable -- Microsoft will win the search battle. At a recent invitation-only Microsoft Ad Champs Conference, the computer software company wowed the crowd with a new program called Ad Excellence Certification (wonder what this does), among other top-secret projects. Participants left with the desired positive glow about the company's prospects in search marketing.

Not invited was Tony Wright, vice president of client services for interactive marketing firm DexterityMedia. But that didn't stop him from commenting on the new ad excellence program and offering a few suggestions on how MSN can triumph in the search wars. One idea: Just integrate Microsoft search tools into other apps like Word and Excel. Sounds like a no-brainer.



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