![]() ![]() While Microsoft representatives have been receptive to the concerns, they have not provided a timeline for when more transparency reporting would be available, two of the ad buyers said. Three ad buyers said they were concerned about Microsoft’s lack of transparency reporting, or reports that can show what search terms triggered a brand’s ads to appear in generative AI experiences, or how the ads performed versus traditional search ads. “This is not the first time that Google and Bing have expanded their networks while restricting control for advertisers,” said Samantha Aiken, a paid search supervisor at marketing agency Code3.įor example, many in the industry consider Google’s Performance Max, a tool that uses AI to automatically find the best ad placements across multiple Google products instead of requiring advertisers to set up different ad campaigns, to be an analytical “black box,” she said, as the algorithmic models do not disclose how it determines where to serve ads. The concerns from advertisers also play in to a larger tension as tech platforms increasingly offer AI solutions that could produce better results for advertisers but require them to give up some level of control over their ads. Microsoft recently launched hotel ads in the Bing chatbot and is working to introduce ads for other industries, such as real estate, she said. In an interview, Lynne Kjolso, Microsoft’s vice president of global partner and retail media, said the company aimed to make the introduction of the new Bing ad formats as “seamless” as possible for advertisers, without creating more work for them. Wells Fargo did not respond to a request for comment. Among them, Wells Fargo (WFC.N) continues to keep some of its ad budget off Microsoft, the person added. Multiple large advertisers temporarily pulled their ad spending from Microsoft in response, according to an ad buyer familiar with the matter. Another ad buyer at a major ad agency also said the practice was not considered standard in the industry. Testing new ad placements without gaining consent from brands is a concerning practice for advertisers, said Jason Lee, executive vice president of brand safety at Horizon Media, a media agency that has worked with brands like insurer GEICO and Corona beer. That has included investments in other AI companies, such as Microsoft’s multibillion-dollar bet on OpenAI, creator of the popular ChatGPT, and Google’s $400 million stake in Anthropic, an OpenAI competitor. The two companies have poured billions into generative AI, making it crucial to derive revenue from the technology. ![]() Microsoft and Google said existing guard rails on their search engines, including lists of blocked keywords to prevent ads from appearing on those queries, would also apply to their AI search features. Advertisers typically also want to have control over where their ads appear online and are cautious about appearing next to inappropriate or unsuitable content. Some advertisers are wary of their marketing budgets being spent on features that are available to a limited number of users, ad buyers said. Google said advertisers are currently not able to opt out of the test.īoth companies said they are in the early stages of testing ads in generative AI features and were actively working with advertisers and soliciting their feedback. In a May interview, Google’s general manager of ads, Jerry Dischler, said the tech company would also use existing search ads to experiment with ad placements within the AI search snapshots, an early-test feature called Search Generative Experience that first became available last month. Microsoft is testing ads in the Bing AI chatbot, which began rolling out to users in February, by relocating some traditional search ads and inserting them into the AI responses, the company said. That process will upend how advertisers reach consumers through ads on search results, a market that is estimated to grow 10% to $286 billion this year, according to research firm MAGNA. The two tech giants are racing to revamp their search engines with artificial intelligence that can produce written responses to open-ended queries. June 8 (Reuters) - Alphabet's (GOOGL.O) Google and Microsoft (MSFT.O) are inserting ads into AI experiments without providing an option to opt out of participation, an approach that has already rankled some brands and risks further pushback from the industry, ad buyers told Reuters. ![]()
0 Comments
Leave a Reply. |