Microsoft VP: Microsoft May Use Signals Of What A User Does On The OS To Improve Bing Personalization


Rik van der Kooi, Corporate Vice President of advertiser and publisher solutions at Microsoft spoke at “Bing Ads Next” event on how search is evolving from 10 blue links to intelligent services that anticipate the needs of users based on available data about their work and personal lives. He cited Cortana, Siri and Google Now as the examples. During his speech, Rik highlighted that Microsoft has some areas where they can do a better job that Google because of the data they have with users across their work and private lives. He later ellobrated that Microsoft may be using data from Windows for personalizing their services.

Read his exact comments below,

It’s going to be much more about picking out which signals are actually useful vs. just noise. We spend quite a bit of time thinking about the operating system level signals that we have access to. We do not use them in Bing. … But theoretically we have access to all of the signals of what a user does on the operating system and on the computer, irrespective of what browser they use, etc. There is a richness of additional information there that we don’t leverage today. I haven’t really mentioned privacy yet, but we do think that all of this should and can be done in privacy-compliant ways. The way we’re talking about transparency as we interact with our marketing partners and our customers, is the same way of transparency that we have in mind for interactions with people and consumers. Putting that aside, having those signals available can provide the next treasure trove of what is useful in the value measurement of all of these data signals.

Read more on it from Geekwire.

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