Microsoft talks about its advertising plans in Bing Chat responses

While there have been reports of advertising links being discovered in Microsoft’s Bing Chat service over the past few weeks, today the company made it official. Microsoft has a new Bing blog entry describing plans to monetize its chatbot through ads.

Microsoft’s goal with Bing Chat is to “drive more traffic to publishers in this new world of search,” the blog post said. "Early progress is encouraging," said Yusuf Mehdi, company vice president and consumer chief marketing officer. Based on the data in the preview, we're driving more traffic from all types of users. We've gotten more people using Bing/Edge for new scenarios like chat, and we're seeing usage increase. We then used unique methods to drive traffic to publishers, including citations linking to sources in the body of the chat answer, as well as citations below the chat results to "learn more" and link to other sources.

#The company has met with a number of businesses as partners for the Microsoft Start newsfeed service, the post said. These partners provided feedback to Microsoft about how they use Bing Chat to link to their content and services. Microsoft added some early ideas:

Expanded hover experience, where hovering over a link from a publisher will show more links from that publisher, for users Provide more ways to engage and drive more traffic to the publisher's website.

For our Microsoft Launch Partners, placing Microsoft's rich captions next to chat answers launches licensed content to help drive more user engagement with content on Microsoft where we share advertising revenue with our partners. We're also exploring placing ads within the chat experience to share ad revenue with partners whose content contributes to chat responses.
• Because Microsoft Bing Chat still considers these ad plans to be "early ideas," the format and overall ad experience will likely change in the coming months.

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