Generative AI tools are changing the way people find information online, and no one can deny it.
Initially, even before the search engine giant Google made any counter-moves for that, the one who adopted this fast-growing technology was Microsoft, by integrating OpenAI’s Chatgpt into its search engine, Bing.
With $198 billion in revenues last year, the company saw only 6% of those come from advertising. Thus, to build out its revenue stream and compete with Alphabet on ad spend, Microsoft has made numerous collaborations in recent months, including its partnership with OpenAI, and introduced new features and capabilities to attract advertisers and users.
And, recently, in its June product roundup, Microsoft Advertising talked about several important updates and improvements. And the new tools and features are introduced with the goal of improving website performance analytics, enhancing cross-device tracking of conversions, increasing into new global markets, and integrating more seamlessly with other platforms.
Introduction of Universal Event Tracking (UET) insights:
It necessitate absolutely no extra coding and will improve the capacity of existing UET tags while providing advertisers with a more in-depth understanding of the performance of their website. It is planned to go live automatically on July 3.
Cross-Device Conversion Attribution Update:
Later this month, Microsoft Advertising will launch a cross-device attribution model.
Advertisers will be able to monitor and link customers' conversion journeys throughout multiple devices and sessions with this update.
While the update does not include any fresh functions or settings, advertisers could see a boost in conversions as a result of improved accuracy.
Expanding to New Markets
Microsoft Advertising announces the expansion of its advertising reach to 23 new markets as part of its 2022 expansion push.
Integration with Pinterest and Dynamic Remarketing
Now, the Pinterest Import is officially available through the Microsoft Audience Network (MSAN) in all markets. It will enable advertisers to import campaigns from Pinterest Ads.
Furthermore, dynamic remarketing on MSAN for Autos, Events, and Travel is now available in the United States, Canada, and the United Kingdom.