Bing Ads

Second-largest search advertising platform globally, behind Google Ads, with unique LinkedIn-powered audience targeting capabilities

Bing Ads, now operating as Microsoft Advertising under parent company Microsoft Corporation, was launched in 2006 as Microsoft's flagship search advertising platform. It enabled advertisers to reach audiences across the Bing search engine, Yahoo, MSN, and the broader Microsoft network through pay-per-click and display advertising solutions. In April 2019, the platform was officially rebranded to Microsoft Advertising to better reflect its evolution beyond pure search into native advertising, audience targeting, and connected-TV inventory. As Microsoft Advertising, the platform competes directly with Google Ads and serves millions of advertisers globally, offering access to a unique and often underserved audience segment. The platform is particularly valued for its integration with LinkedIn profile data, enabling sophisticated B2B targeting capabilities unavailable on competing platforms. Its audience network extends reach across premium Microsoft properties including Outlook, MSN, and the Microsoft Edge browser. Microsoft Advertising holds a significant position in the AdTech ecosystem as the second-largest search advertising platform in the United States and globally. It offers a robust API, extensive third-party integrations, and tools such as Smart Campaigns, Performance Max equivalents, and AI-driven bidding strategies. The platform's competitive pricing and lower cost-per-click relative to Google Ads make it attractive to advertisers of all sizes, from SMBs to large enterprises.