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CTOnews.com, March 30 (Xinhua) Microsoft is "exploring" placing ads in Bing Chat responses, and although these sponsored responses are clearly marked, it does raise questions about how far we are from the old advertising model on search engines.

According to CTOnews.com, Microsoft confirmed this in a blog post today, which stated that Microsoft's goal in Bing Chat is to "generate more traffic for publishers in this new search world." Yusuf Mehdi, vice president of enterprise and chief marketing officer for consumers, said:

We are encouraged by the initial progress. According to the data we got from the preview, we attracted all types of users and provided them with more traffic. We have introduced more people using Bing / Edge for new scenarios such as chat, and we have seen an increase in usage. Then, we bring traffic to publishers in a unique way, including referencing source-related content in chat responses and providing links, as well as "learn more" references at the bottom of the chat results to link to more sources.

The company has met with a number of partners involved in the Microsoft Start news source service, the article said. These partners provided feedback to Microsoft on how they could use Bing Chat to link to their content and services. Microsoft came up with some early ideas:

An extended hover experience, when the user hovers over a link from the publisher, displays more links from the publisher, gives users more ways to interact, and brings more traffic to the publisher's site.

For our Microsoft Start partners, placing a rich title of Microsoft Start licensed content next to the chat response helps increase user participation in the content on Microsoft Start, where we share advertising revenue with our partners. We are also exploring placing ads in the chat experience and sharing advertising revenue with partners who contribute to chat responses.

Since Microsoft still sees these ad plans as "early ideas", it is likely that Bing Chat's ad format and overall ad experience will change in the coming months.

There were anecdotal reports a few weeks ago that Bing chat had ads in its responses, which have been around since its launch but have not been enabled for all users.

In the above ads, users do not know exactly what the ads are and whether the reply will be affected by the ads, which need follow-up instructions from Microsoft.

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