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The web ads are 'scary-smart' because they figure out when and where to insert extra ad content, and for who.
"Microsoft Corp.'s online advertising researchers will spend this year teaching computers to be smart about sticking ads into video clips, and to be even smarter about targeting ads to specific Web surfers.
Microsoft showed off a handful of early-stage advertising projects at its headquarters Tuesday that may or may not turn up as part of Microsoft's Web advertising platform."
See the article at CNN: https://www.cnn.com/2008/TECH/02/06/microsoft.ads.ap/index.html.