Bing Ads rebrands as Microsoft Advertising, launches new features

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Bing Ads has been rebranded as Microsoft Advertising, in a move that the software giant hopes will remind users that its ad platform includes products that go “above and beyond search”.

Microsoft wants to deepen marketers’ use of products such as the Microsoft Audience Network, its AI-enabled advertising solution that uses the Microsoft Graph.

It has announced a suite of new product enhancements to the Audience Network, including viewable impressions, image upload, and image management updates. Audience campaigns will also roll out to the UK and Canada during the summer.

Today Microsoft also launched a new Sponsored Products tool, allowing marketers to highlight top products from individual campaigns – but this is currently only available in the US.

Microsoft is also renaming its partner scheme to the Microsoft Advertising Partner Program to reflect the overall rebrand.

In a blogpost, Microsoft Advertising corporate vice president Rik van der Kooi said: “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, [and] half a million advertisers with access to more than half a billion consumers.

“Bing remains the consumer search brand in our portfolio, and will only become more important as intent data drives more product personalisation and product innovation.”

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