From the IHT story:
Microsoft will unveil on Monday its own system for selling Web advertising as it struggles to compete with Google and Yahoo in the expanding Web search business. The system, to be used by MSN, is meant to improve on those of Microsoft's rivals by allowing marketers to aim ads on Web search pages to users based on their sex, age or location.
The move is part of Microsoft's broad response to the threat from Google, which is using its powerful advertising sales network to support an expanding range of free software products and Internet services.
With all the talk of "demographic targeting" surrounding the new system it's much anticipated. Peter talks about that here citing MSN's Yusuf Medhi:
adCenter powers a paid-search service from MSN that provides advanced audience intelligence and targeting capabilities to help advertisers improve their return on investment when it comes to paid-search advertising
And like Peter, i can't wait to see it....