What are Microsoft's intentions for ChatGPT-powered Bing?

Also: Checking in on SSP consolidation ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
Experts are wondering what the future of advertising on Bing might look like with ChatGPT and if it’ll win over both users and marketers alike.
February 16, 2023

Microsoft's ad ambitions for ChatGPT-powered Bing bring new opportunities — and questions

Experts are wondering what the future of advertising on Bing might look like with ChatGPT and if it'll win over both users and marketers alike.

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Ivy Liu
Experts are wondering what the future of advertising on Bing might look like with ChatGPT and if it’ll win over both users and marketers alike.

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What was once billed as software that helped publishers make money selling ads, is also now software that can help marketers make money buying ads.

Brands are building always-on processes that can continually glean actionable insights from customer interactions.

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Publishers are hoping to build up audiences for their video podcasts on YouTube Shorts.

Given the increasingly complex customer journey, marketers are optimizing ads for time-in-view and other attention metrics.

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Dentsu, Omnicom, IPG and Publicis dealt with 2022 better than many expected during a gloomy Q4, when it appeared likely that inflation, interest rates and supply-chain issues would slide the economy into a recession. 

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Retail media networks continue to evolve, with brands increasingly looking to create more content or invest in new customer value propositions.

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As tech becomes more accessible, marketers add it to their mainstay strategies.

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Programmatic advertising is far from perfect. But that doesn’t stop agency clients from investing there, especially when they’re allocating marketing spend for online display ads.

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