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Bing Ads is now Microsoft Advertising

Bing Ads name change — The evolution of Microsoft Advertising

These days, marketers have more power than ever to identify and reach customers. With data, AI and automation at your fingertips, it’s no longer just reaching more people that matters to growing your brand. It’s about making each connection feel one-to-one, at just the right time and place. More meaningful, more timely, and more valuable — this is how we see advertising evolving.

We’re evolving, too.
We’re changing our name from Bing Ads to Microsoft Advertising. It’s a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go above and beyond search, such as the Microsoft Audience Network. You'll see the change start today as becomes Our partner program is evolving too, becoming the Microsoft Advertising Partner Program. Over the coming months, all of our experiences and materials will be updated to reflect Microsoft Advertising.

Momentum is a powerful thing, and we’re building on a decade of success leading with Bing. We credit our partners, clients and our fans for helping us reach these milestones: 100 months of consecutive Bing share growth, half a million advertisers with access to more than half a billion consumers and most recently, becoming the exclusive provider of search advertising across Verizon Media properties. Bing remains the consumer search brand in our portfolio, and will only become more important as intent data drives more personalization and product innovation. But we’re not stopping there.
One thing that’s not changing — the importance of advancing trust as we innovate. Adopting personalization through AI elevates the importance of consumer privacy and control. Integrating intelligent technology into the marketer’s toolkit means valuing brand safety and ensuring data security. Trust is integral to who we are, and it will always guide our innovation and offerings.

What should you expect?

In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business. There are two offerings that showcase ways in which Microsoft Advertising is delivering on this potential: the Microsoft Audience Network and Sponsored Products.

New capabilities through the Microsoft Audience Network:

Last year, we launched the Microsoft Audience Network which uses AI, rich audience intent, and profile understanding to help marketers reach consumers in brand-safe environments. Today we are announcing updates to this offer: First, we have deployed product enhancements, including viewable impressions, image upload and management tool updates to make managing images even easier. And second, we're expanding audience campaigns to the UK and Canada later this summer.
Our clients are already seeing great results. has achieved a quarterly ROAS increase of 33% since they started with the Microsoft Audience Network. 

“If there are [businesses] looking at any kind of win, any kind of incrementality when it comes to clicks and additional conversions, I would definitely suggest Microsoft Audience Ads,” says Steven Sun, senior paid search manager at Overstock. “That's something we’ll be doing more of in the future to help us increase conversions and our ROAS.”

Introducing Sponsored Products: 

We've made great strides in our shopping offer, including new consumer experiences which help shoppers filter, suggest, and visually search and find relevant products. For marketers, our new Sponsored Products (available in US only) enable manufacturers to boost visibility and drive more traffic for their top products in shopping campaigns. With this new capability, our clients can achieve better alignment of marketing efforts between manufacturers and retailers. Together, the connections they create with shoppers work harder to drive performance — clicks, conversions, and ROI. Manufacturers gain access to new reporting and optimization capabilities, and retailers get additional product marketing support with a fair cost split. To join this Sponsored Products beta, we encourage you to reach out to your account team or if you don’t have an account team, complete the Sponsored Products beta form.

We'll be kicking off more conversation at our global Partner Summit starting tomorrow, sharing more of our roadmap, hosting Q&As with Microsoft executives, and most of all, listening to the partners and marketers that we’re here to support.
We believe in empowering every marketer on the planet to achieve more, and our success is realized in what our partners accomplish. The Bing Ads name change to Microsoft Advertising is a reinforcement of this commitment. Thank you for being a part of our success to date, and for helping shape our evolution as a better, more empowering partner.