WebProNews

Today Microsoft announced the creation of the Publisher Leadership Council, a group of Web publishers who will consult on the development of Microsoft PubCenter, its next-generation advertising platform for digital media publishers.

PubCenter is to be built on the existing adCenter Publisher architecture, and will include "the convergence of technologies and tools provided by the former Atlas and Rapt solutions, as well as a self-serve offering. Microsoft says the new platform will provide innovative forecasting and order management solutions, advanced analytics tools, and enhanced targeting functionality to enable all digital media publishers to have access to the tools and technology they need to provide valuable and relevant ad content to their advertising partners."

The Publisher Leadership Council includes members from IAC, Dow Jones Online, The New York Times, Time, and Viacom. The group will have a hand in determining the product's design and features.

"Digital media publishers have diverse needs and face many challenges,” said Scott Howe, corporate vice president of the Advertiser & Publisher Solutions Group at Microsoft. "This initiative is validation of our commitment to partnering with the industry to meet those challenges together. Some key features of PubCenter are still on the whiteboard, and we’re giving our partners a pen."

Publishers welcome the opportunity to play a role in the creative process. "As an industry, we’re forced to rely on many disjointed tools and systems, and the quality of the data we receive can suffer as a result,” said Nada Stirratt, executive vice president of Digital Advertising at Viacom's MTV-Networks.

"Data is critical to managing, measuring and meeting the needs of our advertisers and audience, and enhancing the overall value we deliver," added Stirratt. "By collaborating with Microsoft, we’re in a strong position to help address these needs and, together, chart the industry’s future."

Predictions have been made about a potentially big year for Microsoft on the search front. The company's advertising efforts might be attracting some attention as well.