Microsoft's Windows Live Expo classifieds service will now make paid display ads more accessible to free classifieds and advertisers. The classified ad technology firm AdMission will enable Live Expo's free classifieds advertisers to pay in order to have items featured in display ads. The advertisers would have to share them with others selling similar car models or homes nearby.
"Microsoft is going to be the first big rollout of [the Spotlight ads]," said Leif Welch, VP of business development for AdMission. Welch describes the dynamic units as "a hybrid between a typical banner ad for one advertiser that is branding focused and one for multiple advertisers. Rather than being immediately directed to a Web page, you're presented with a qualifying step."
The company provides its classifieds content collection to online newspapers, web directories and classified sites which include Cars.com, Yellowpages.com, WashingtonPost.com, as well as Apartments.com and the New York Times Company's Boston.com and also NYTimes.com.