More ads in more places, Microsoft is rolling out Conversational Ads in Chat.

First up:

Compare & Decide Ads pull all the relevant data of various car models into a succinct table so the user can easily evaluate different options based on the criteria they find most important.

Sounds like Wirecutter et al but as an ad placement directly in the search/chat results.

Interesting note from the announcement:

Our demographics data shows that Chat usage skews to young adults across all verticals