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Bing Ads rebranded to Microsoft Advertising

In a change that mostly affects marketers, Microsoft has rebranded its Bing Ads product to Microsoft Advertising. In a new blog post (opens in new tab) released today, Microsoft explained the move is meant to emphasize that its ad products extend far beyond search by bringing them under the Microsoft banner (via OnMSFT).

From Microsoft:

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 consumers1 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.

Microsoft also offered a look forward at some new features Microsoft Advertising brings to the table. Microsoft Audience Network, for example, now offers viewable impressions, along with image upload and management enhancements to make managing them easier. Audience campaigns will also be expanded to the UK and Canada "later this summer," Microsoft says.

Additionally, the company launched a new Sponsored Products feature in beta, which can "enable manufacturers to boost visibility and drive more traffic for their top products in shopping campaigns."

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Dan Thorp-Lancaster is the Editor in Chief for Windows Central. He began working with Windows Central as a news writer in 2014 and is obsessed with tech of all sorts. You can follow Dan on Twitter @DthorpL and Instagram @heyitsdtl. Got a hot tip? Send it to

  • Something tells me Microsoft has been getting a lot of questions about whether they offer ad services beyond Bing and this name change is designed to answer that.
  • Whatever the case, Google needs competition. In fact, if Elizabeth Warren becomes president, they might hope MS steps up their game, so they can point to them as potent competition.