NEW YORK Microsoft said MSN ad chief Joanne Bradford would lead the company's overall ad efforts, as the software giant pushes further into interactive advertising.
Bradford was named corporate vice president of global sales and trade marketing. She will also serve as chief revenue officer.
In her new role, Bradford will oversee Microsoft's push to embed advertising in several of its software products, including the Xbox video games, mobile phones, Internet protocol TV and its suite of Office products. The lynchpin of these efforts is MSN adCenter, a wide-ranging ad platform Microsoft is developing to allow advertisers to target ads across several different media channels.
Bradford will be based at Microsoft's headquarters in Redmond, Wash.
The move comes as Microsoft looks to benefit from the rise in Web advertising. It is set to introduce adCenter later this year as the system for buying keyword search terms on MSN, replacing Yahoo's search listings.