How brands use Microsoft to drive revenue — Tal Jacobson // Perion

Tal Jacobson, CEO of Perion, explores leveraging Microsoft for revenue growth, and the impact of Bing and ChatGPT on brands. Perion Network, Microsoft's largest advertising supply partner, prioritizes technology-driven growth. Through its collaboration with Microsoft Advertising, Perion effectively assists Microsoft in selling a larger percentage of its advertising inventory. Today, Tal discusses how brands use Microsoft to drive revenue.

About the speaker

Tal Jacobson

Perion

Tal Jacobson is CEO at Perion

Part 1 How brands use Microsoft to drive revenue — Tal Jacobson // Perion
Part 2The Future of AI in the Advertising Business — Tal Jacobson // Perion

Show Notes

0:159

Leveraging technology for advertising growth

Perions focus is bringing more technologies and tools to the advertising space to increase advertising budgets. Perion works with Microsoft on various advertising initiatives, including search engine marketing and CTV campaigns, buying high-impact ads for tier-one brands in the US.
05:43

Tech company advertising inventories and opportunities for advertisers

Tech companies like Google and Microsoft possess surplus advertising inventory. The opportunity for ad companies lies in the accessibility of self-serve platforms offered by these giants, enabling advertisers of all sizes to reach their desired audiences effectively.
08:34

Microsoft vs. Google in search engine market share

Google Chrome dominates the search engine market with approximately 90% market share, largely due to its presence as the default browser on many devices. However, Bing is just one part of Microsoft's broader strategy, and theyre leveraging AI to expand their diverse assets.
09:51

Microsofts role in the CTV advertising landscape

Microsoft plays a significant role in CTV advertising through Xander, which sells Netflix ads While Hulu and YouTube currently dominate the CTV space, Perion buys ad space across various CTV platforms, including those facilitated by Microsoft, to effectively reach audiences.
11:08

The impact of AI on search business platforms

Generative AI and machine learning are enabling the automatic generation and optimization of creatives at a large scale. This technology empowers advertisers to create, test, and refine ad content based on real-time performance data, leading to more effective and efficient campaigns.
13:34

AI powered creative generation and autonomous agents

Perion uses generative AI to generate variations of text, images, sounds, and messaging for different locations and products in the US. Additionally, theyre exploring the use of autonomous agents of AI to predict the next winning creative based on extensive data analysis and insights.
16:45

The future of AI in advertising

The future of AI in advertising holds immense potential, including technologies like deep fakes for advertisements. These innovations enable local brands to expand globally without the need for extensive video production and actors.

Quotes

"Hulu is actually the biggest moneymaker in the US out of CTV. And the second one is YouTube because people are actually watching YouTube a lot on TV." - Tal Jacobson
"In advertising, it's all about doing the right creative for the right audience, and then measuring if you made the right choice. And generative AI with machine learning just made that possible at a larger scale." - Tal Jacobson
"The next step of artificial intelligence is autonomous agents of AI, tasking AI to predict the next big thing in advertising based on vast data." - Tal Jacobson
"I think we're going to see so many different new technologies that enable local brands to go global without investing in more video, actors, production, etc." - Tal Jacobson