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Bing Ads was rebranded to Microsoft Advertising (Jan 2019)— see Microsoft for current status.— See the full lineage →
Bing Ads

Bing Ads

Search AdvertisingDivisionads.microsoft.com

Bing Ads, now known as Microsoft Advertising, was an online advertising platform developed by Microsoft in which advertisers bid to display advertisements to web users.

Last updated Oct 5, 2026 by the ATDb Editorial Team

Founded
2006
HQ
Redmond, Washington, United States
Connections
48

AI-drafted from public sources12 sources cited

At a glance

Employees
10001+
Funding
N/A
Revenue
$10B+
Stock
MSFT
37integrations10competitors
Native AdvertisingDemand Side Platform (DSP)PPC ManagementPerformance Marketing

About

Second-largest search advertising platform globally, operating under the Microsoft Advertising brand since 2019

Bing Ads, now known as Microsoft Advertising, was an online advertising platform developed by Microsoft in which advertisers bid to display advertisements to web users. A distinctive feature of the platform was its integration with LinkedIn, enabling marketers to target users based on job title and company — a powerful tool for account-based marketing efforts and audience segmentation. A commonly cited advantage of the platform was its lower average cost-per-click, with bids for the same keywords frequently running 30–60% cheaper than on Google Ads due to lower advertiser competition. On September 10, 2012, the platform was renamed from adCenter to Bing Ads, and the associated search partnership with Yahoo was rebranded as the Yahoo Bing Network. Source 1: wikipedia.org — Microsoft Advertising Source 2: invoca.com — The 2026 Guide to Microsoft Advertising (Formerly Bing Ads) Source 3: improvado.io — Bing Ads vs. Google Ads: 2026 Cost & CPC Comparison

Business model

Marketplace

Target market

Enterprise, Mid-Market, SMB

What they offer

  • Search Ads

    Pay-per-click text ads appearing on Bing, Yahoo, and MSN search results pages

  • Microsoft Audience Network

    Native and display advertising across Microsoft-owned and partner properties using AI-driven audience targeting

  • Shopping Campaigns

    Product listing ads for e-commerce advertisers surfaced across Bing Shopping

  • LinkedIn Profile Targeting

    Audience targeting using LinkedIn professional attributes such as job function, industry, and company

  • Dynamic Search Ads

    Automatically generated ads based on website content to capture relevant search queries

  • Responsive Search Ads

    Machine-learning-optimized ads that test multiple headline and description combinations

  • Connected TV Ads

    Video advertising inventory across connected TV and streaming platforms within the Microsoft network

  • Microsoft Advertising Editor

    Desktop application for bulk campaign management and offline editing

  • Universal Event Tracking (UET)

    Tag-based conversion tracking and audience building tool for advertisers

Key features

LinkedIn audience segment integration for professional targetingCross-device audience targeting using Microsoft first-party dataAutomated bidding and Smart Campaigns powered by AIImport campaigns directly from Google AdsUniversal Event Tracking for conversion measurementAudience Network for native and display placementsShopping and product listing ad supportRobust API for programmatic campaign management

Use cases

B2B lead generation leveraging LinkedIn professional targetingE-commerce product advertising via Bing Shopping campaignsBrand awareness through native ads on MSN and Microsoft propertiesRetargeting website visitors across the Microsoft Audience NetworkLocal business advertising targeting geographic audiencesFinancial services and insurance advertiser campaignsConnected TV and video advertising for brand campaigns

Customer segments

Enterprise advertisers and Fortune 500 brandsMid-market businessesSmall and medium-sized businesses (SMBs)B2B marketersE-commerce retailersDigital marketing agenciesFinancial services and insurance companies

Tech & specs

Technology stack

Microsoft Azure cloud infrastructureAI and machine learning for bidding optimizationUniversal Event Tracking (UET) tagMicrosoft Clarity integrationREST-based Bing Ads API / Microsoft Advertising APILinkedIn data integrationAutomated machine learning (AutoML) for Smart Campaigns

Security & compliance

GDPRCCPASOC 2ISO 27001Microsoft Privacy Standards

Deployment

Cloud

API

Yes

Explore further

3 views
On the AtlasDemand-Side PlatformsOn the Mapby country + regionOn the GraphNetwork around Bing Ads