Microsoft adCenter Soliciting Publishers For Beta Testing?

Rumors are going around that Microsoft has been soliciting publishers to beta test adCenter, Microsoft's new contextual advertising venture. They seem to be coming from Search Engine Roundtable. Could it be that we will soon see "ads by Microsoft" soon floating across the web?

The more players the more benefit there is to publishers! The downside is that with more players advertisers will shop around for lower prices. I'm not sure if this will help or hurt publishers in the end. Will their revenue go up or down? I see a short-term increase, but what about the long term?

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