Microsoft sees Xbox One as potential game-changer for ad research

Microsoft's Xbox One, which will be unveiled next month, eventually could lead to the "holy grail" of ad data, by offering a complete picture of a user's online and offline interests, Yusuf Mehdi, Microsoft's corporate vice president of marketing and strategy, said at an industry event. "We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox," Mehdi said. "It's early days, but we're starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly."

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