The Wall Street Journals reports that Microsoft is expected to announce their new Search engine effort during D: All Things Digital.

Apparently Microsoft CEO Steve Ballmer himself will announce a search engine code named Kumo.com (empty page).

From the WSJ:

“For months, Microsoft has been testing a prototype of the new search engine, code-named Kumo, with Microsoft employees. The technology is designed to cut down on the length of typical Web searches by grouping the results of a search for, say, a particular model of car into helpful categories like parts, used car listings, online discussion forums and videos showing the vehicle.

Microsoft is planning a major advertising campaign to promote the new search engine and has hired the agency JWT, a unit of London-based WPP PLC, to develop a campaign for the product, people familiar with the matter say.”

Of interest is that Microsoft hired Crispin Porter & Bogusky to design a $300 million ad campaign to rebrand Microsoft a while ago but decided to use JWT for this product. Can’t wait to see what it does and how it compares to all the other supposed Google Killers.

Anyone remember Cuil? Or Wolfram?
What will we say about Kumo in a few months?

Screenshot from Mashable:
kumo