Case | HBS Case Collection | January 2008 (Revised February 2010)

Microsoft adCenter

by Peter Coles and Benjamin Edelman


Microsoft considers alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set of alternatives, each with clear benefits but also serious challenges.

Keywords: Online Advertising; Growth and Development Strategy; Competition; Advertising Industry;


Coles, Peter, and Benjamin Edelman. "Microsoft adCenter." Harvard Business School Case 908-049, January 2008. (Revised February 2010.) (request a courtesy copy.)