MSN is relying on the personal touch for its latest campaign - a business-to-business drive aimed directly at key agency planners and buyers.
It is employing the latest web technology for targeted ads on its MSN.co.uk site, which for the next month will serve up personalised agency messages on all the banners served via online sales operation Adlink.
"We are really pushing forward the boundaries of technology and personalisation with this campaign as we will ensure that online ads are only seen by customers who are directly relevant and interested," said Amanda Anthony, digital marketing manager at MSN.co.uk.
"The potential for these kinds of campaigns in the future is enormous and we are hoping this will be the first of many success stories," she added.
The idea was the brainchild of Universal McCann Interactive.