Goodbye Bing Ads, Hello Microsoft Advertising! Focus on AI and personalization leads to Major Re-branding!

Bing Ads has been rebranded to Microsoft Advertising in order to get the spotlight on personalization and AI. The Microsoft branding will surely make the move more popular and at the same time, offer services other than just searching inventory and data.

This is where Microsoft Audience Network (MSAN) should be mentioned. The Network was introduced about a year ago. The AI support that helps Bing run has allowed the company the “right to innovate”. One example of such innovation is the integration of MSAN and LinkedIn.

Interestingly, Bing Ads itself is a rebranded version of Microsoft adCenter and the change was implemented in order to bring the focus to search advertising particularly. At the same time, Microsoft and Yahoo began calling their joint search venture as the “Yahoo Bing Network”.

Yahoo gave up its search ad delivery last year to Bing and in return, got Bing Ads as the dedicated search adverting platform for Verizon Media (group which now owns Yahoo). This deal caused Google to suffer a blow as well. In addition to that, the deal also allowed Microsoft Audience Network to access inventory on Verizon Media assets.


Google also used the same approach last year by rebranding AdWords to Google Ads, shedding light on the platform’s support for different ad formats such as text, video, display etc. across Search, Gmail, Maps, and even Youtube, along with a network of partner apps and sites.

The Bing Ads Partner Summit will begin at Microsoft’s headquarters in Redmond, WA later this week. Also, you can start referring to the Bing Ads Partner Program as simply the Microsoft Advertising Partner Program.

However, it doesn’t mean in any way that Bing brand will be casted away. It will still serve as the consumer search brand and gain importance and relevance with time based on how intent data pushes for more personalization and product innovation.

Sponsored Products, which is currently in beta in only US, were also announced. These products will make it easier for manufacturers to sponsor their products and designs in shopping drives, that too with their retailer partners.

Although Microsoft Advertising will bring in the much needed boost needed by the company right now, it will have a long way to go before it can reach Google’s level of success, when it comes to advertising.

Bing Ads is now Microsoft Advertising
Photo: Rvolkan via Getty Images

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