Bing

Second-largest search advertising platform globally, commanding approximately 3-6% of global search market share and serving as the primary alternative to Google Ads for paid search advertisers.

Bing is Microsoft's web search engine, launched in 2009 as a rebranding of Microsoft's previous search products (Live Search, Windows Live Search, and MSN Search). Beyond its consumer-facing search functionality, Bing powers the Microsoft Advertising platform (formerly Bing Ads), which enables advertisers to reach hundreds of millions of users across Bing, Yahoo, AOL, and partner networks through paid search, shopping ads, and audience targeting. In the AdTech ecosystem, Bing/Microsoft Advertising holds the position of the second-largest search advertising platform globally, trailing only Google. It serves as a critical alternative channel for advertisers seeking to diversify beyond Google Ads, often delivering lower cost-per-click (CPC) rates while reaching a demographically valuable audience that skews older, more educated, and higher-income. Microsoft's acquisition of LinkedIn has further enhanced its advertising capabilities by enabling unique professional audience targeting across its network. Microsoft has significantly expanded Bing's capabilities with the integration of AI-powered features, including the Bing Chat experience powered by OpenAI's GPT-4 technology, which has introduced new advertising formats and opportunities within conversational search. The platform's integration with Microsoft's broader ecosystem — including Windows, Edge, Cortana, and Microsoft 365 — gives it unique distribution advantages and first-party data signals that strengthen its advertising proposition.