With MSN’s impending release of AdCenter, it’s PPC service aligned to compete with Google AdWords and Yahoo Search Marketing, the question is being asked: what sets MSN apart from the services we’re already familiar with? MSN’s answer is loud and clear: Personalization. Google knows that this their “Achilles heel”, and it is allowing MSN to offer a much more customized, precise level of advertising than they offer. If advertisers find that MSN’s features allow them to spend more efficiently and make more money as a result, Google could have no choice but to go the way of personalization.

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