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Microsoft CEO, Steve Ballmer, will today announce the official launch of adCenter.

Over at SEW, there's some thought given to why the service is being re-branded from MSN adCenter to Microsoft adCenter. I think the answer is in the official press release...

"Ad-supported software services are an integral part of Microsoft's plans to give consumers access to a broader variety of digital media, whenever they want and on whatever device they prefer," said Ballmer. "Our close partnership with the ad community is extremely important to us as we evolve Microsoft from a software company into the world's largest, most attractive provider of online media through MSN, Windows Live(TM) and adCenter."

Notice how Ballmer refers to adCenter in the same context as MSN and Windows Live - a stand alone brand. My guess is that Microsoft plans on promoting this as simply "adCenter" and maybe rolling out other products under this brand. Tying it into the MSN brand would make that more of a mouthful. Expect adCenter to be referred to in the same way we discuss "MSN", "Windows" or "Office".

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Andy Beal is an internet marketing consultant and considered one of the world's most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.