In its monthly roundup of significant developments, Microsoft Advertising shared the latest news about its new partnership with Baidu Global, advertising opportunities and the rebranding of Bing to Copilot.
These advances increase reach and efficiency for advertisers, representing a notable expansion as the holiday season approaches.
Microsoft and Baidu: a strategic alliance
Microsoft Advertising advanced its commitment to generative artificial intelligence (AI) with a new partnership with Baidu Global, aiming to launch in 2024 in markets including the US, Canada, UK and Australia.
This collaboration leverages Microsoft’s Chat Ads API, which enables Baidu Global Keyboard, a mobile application enriched with natural language processing and generative AI features, to deliver tailored and engaging sponsored content.
Screenshot from Microsoft, November 2023
This partnership provides a unique opportunity for advertisers to reach a wider and more diverse audience, especially Gen Z, across multiple app environments.
Microsoft emphasizes the potential of this partnership to enhance user experiences with more relevant content and continues to explore innovative ways to use generative AI in advertising.
Expanded advertising opportunities
Microsoft Store ads, now available worldwide, offer advertisers a way to increase app and game downloads. This feature allows for broad geographic targeting, including global campaigns.
Microsoft has expanded video and connected TV advertising to 32 markets in the Americas, EMEA and APAC. This expansion highlights the growing relevance of video in advertising strategies.
In addition, Microsoft Advertising also introduced mass management for predictive targeting to identify high-converting potential audiences.
The platform has also improved its Google Import feature to make it easier to import Google Ads discovery and demand generation campaigns.
Bing becomes co-pilot
In a major rebrand, Bing Chat and Bing Chat Enterprise have moved to Copilot, enhancing the AI-based chat experience for users.
these updates highlight Microsoft Advertising’s commitment to innovation and customer empowerment in digital advertising, with the Baidu partnership emphasizing the role of AI in future growth.
Featured image: Tada Images/Shutterstock
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