While Microsoft maintains its adCenter platform is a corporate priority, observers say the company has a lot of catching up to do, reports The Seattle Times.

adCenter has been plagued by system problems, management turnover and a consistent third-place ranking after competitors Google Adwords and Yahoo Search Marketing.
Microsoft chief Steve Ballmer says online advertising remains a priority despite the company's late entry into the field. The software giant would eventually like to turn adCenter into the main advertiser point-of-entry for all Microsoft properties, including Zune and Xbox 360.

User reports of the adCenter system peg it slow and prone to problems. Combined with  limited, MSN-only reach, many advertisers overlook it in favor of Yahoo or Google.

A highlight to adCenter is the high return-on-investment advertisers are seeing. This is due in part to the targeting Microsoft can achieve from its ability to draw data from Microsoft users