DM News: Microsoft Beats the Drum for Online Brand Spending

The latest effort in online ad vendors battle for a larger portion of branders budgets is a "best practices" initiative begun by Microsoft Corp. with the help of some agencies, researchers and vendors.

Dave Chase, managing director, interactive marketing, Microsoft, Redmond, WA, said the initiative aims to be a comprehensive library of interactive best practices. Under that goal, Microsoft is inviting marketers to share case studies at Interactive Marketing Best Practices. "We look at ourselves as a jump-start or catalyst," Chase said.

The effort aims to include such a comprehensive library that any brand manager likely will find examples he will think applies to him.