Bing Ads

Was the second-largest search advertising platform globally before rebranding as Microsoft Advertising in 2019

Bing Ads, now operating as Microsoft Advertising, was the search advertising platform developed by Microsoft to enable advertisers to reach audiences across Bing, Yahoo, MSN, and the broader Microsoft network. Launched as a self-serve pay-per-click advertising solution, it grew to become the second-largest search advertising platform in the world, competing directly with Google Ads by offering access to a substantial share of the global search market through the Microsoft Search Network. On April 29, 2019, Microsoft officially rebranded Bing Ads as Microsoft Advertising, signaling a strategic shift beyond pure search advertising to encompass native advertising, audience targeting, and connected-TV inventory. The rebrand reflected the platform's evolution into a more comprehensive advertising ecosystem, incorporating LinkedIn profile data for audience targeting, the Microsoft Audience Network for native placements, and expanded programmatic capabilities. During its operational life as Bing Ads, the platform was particularly valued for its lower cost-per-click compared to Google Ads, its unique audience demographics skewing toward older and higher-income users, and its deep integration with Microsoft's suite of products. It served advertisers ranging from small businesses to large enterprises and offered robust tools including keyword research, campaign management, and conversion tracking. The Bing Ads brand has been fully retired in favor of Microsoft Advertising, which continues to expand the platform's capabilities and inventory.