Microsoft CEO Steve Ballmer said the software maker needs not just new search advertising technology to challenge Google's hold; "we're (also) going to have to match the depth of their marketplace and that will take a while even with the best of technology," Bloomberg quotes him as saying. Microsoft plans to have its adCenter platform fully up and running by June 30. Microsoft's internet ad revenue rose 16 percent to $1.39 billion in its past fiscal year; Google's jumped 92 percent to $6.14 billion. AdCenter won't quickly close that gap, Ballmer said.

Microsoft has quadrupled staff on the AdCenter project to more than 200 people, according to Tarek Najm, general manager of the product. He says adCenter does a better job than Google of telling advertisers who will respond best to certain keywords and helping the customers set up and manage campaigns quickly.