Microsoft has filed another patent, this one for an "advertising framework" that uses "context data" from your hard drive to show you advertisements and "apportion and credit advertising revenue" to ad suppliers in real time.
This is what we need, people. Better ads.
Thankfully, Microsoft isn't bound by some silly (and irrelevant, sorry) corporate directive to "do no evil". It's about time Microsoft took off the gloves and started competing directly with the hypocrites at Google. This is a good thing. Now, when Microsoft indexes your hard drive (under the auspices of easy "desktop search"), they can direct targeted ads based on your personal information.
Who wouldn't want this?
I can understand why people would be uneasy if this were being offered by Apple or Google. But this is Microsoft we're talking about, folks. As they say in their own patent application:
"The ability to derive and process context data from local sources rather than monitor interactions with a remote entity, such as a server, benefits both consumers and advertisers by delivering more tightly targeted advertisements. The benefit to the user is the perception that the ads are more relevant, and therefore, less of an interruption. The benefit to the advertiser is better focus and a higher chance of conversion to a sale."