(Image source: Microsoft)

BY EVAN THOMAS

ANCHOR CHRISTINA HARTMAN

Microsoft is looking to grab some market share using a decidedly low-tech method-- the software giant is smearing Google’s new privacy policy in print ad campaign.

Microsoft has taken out full-page print ads in the New York Times, the Wall Street Journal and USA Today. The ads claim Google’s new policies are aimed at making users more valuable to advertisers, rather than improving Google’s own services. In a blog post, Microsoft explains:

“The changes Google announced make it harder, not easier, for people to stay in control of their own information. … if the news about Google has you feeling frustrated, or concerned, or both, we have some great, award-winning alternatives...”

It sounds good on paper, but Microsoft hasn’t made any changes to its offerings. According to VentureBeat, Microsoft is simply saying, “We exist!”

“Microsoft ... is making ‘come to papa’ gestures... There’s no new launch to announce, just a new angle to pitch — and the angle is ‘We’re not Google.’”

But Marketing Land says-- that might be enough.

“If Microsoft had tried this type of campaign a month ago, I think plenty of people would have laughed off the idea that Microsoft was somehow looking out for its customers more than Google. Maybe that will still happen today. But Google’s in a weaker position now.”

PC Magazine points out-- there’s precedent for this sort of behavior. Remember Apple?

“Years ago, long before Apple was the most valuable company on the planet, the company waged exactly the same type of war against Microsoft with its ‘Switch’ campaign. That multi-million dollar war of PC propaganda eventually gave rise to the ‘I’m a Mac’ television commercial series...”

Whether the ads work, ReadWriteWeb says to call them what they are-- a jab.

“This is just a shady PR attack by Microsoft, and the press is buying it. Microsoft doesn’t deign to inform its readers about Google’s policy. It uses a few kumbaya words up front and then gets straight to the point: it’s BAAAAD. But we’ve seen less spun talking points in the Republican presidential debates.”

Google’s new privacy policy won’t go into effect until March 1st. Microsoft’s ads will run in the papers through Friday.