Microsoft is developing technology that will allow consumers to click on cars, clothing or other products that appear in online movies or TV shows.
For example, viewers of "Sex and the City" could click on Carrie Bradshaw's designer shoes or Kamali sweaters as she walks down a New York street and immediately be transported to advertisements for those products.
The idea is for consumers to be able to actually interact with ads in video. A breakthrough in this technology could enable Microsoft to catch up and overtake Google and Yahoo in the online advertising market.
"We are determined to establish Microsoft as the top leader in this space," said adCenter general manager Tarek Najm.