MSN is officially announcing today during a annual gathering of its most important advertisers that it will enter the paid search arena with a full-blown self-service paid listing program similar to those run by Yahoo and Google. It will be tested in France and Singapore within the next six months. The date for a worldwide rollout has not been set.
Similar to Google, the program is set to operate on a broad match basis, but advertisers will also be able to target specific words and phrases, plus have exclusion options.
Beyond both Google and Yahoo, the new MSN program will offer features such as dayparting, geotargeting and demographic targeting of ads based on age group or lifestyle.