Bing Ads is no more. I mean, only as names go. Bing Ads is overhauling its brand focus, and as a part that restructuring, it is changing its name. Microsoft Advertising will replace Bing Ads by name and platform capability.
The new name is more than just a brand play; it’s a way for Microsoft to signal a more substantial change in targeting capabilities and data usage.
“In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business,” Rik van der Kooi, corporate VP for Microsoft Advertising, wrote in a blog introducing the change.
Bing Ads was previously Microsoft adCenter. But Microsoft Advertising is hardly a throwback considering the increased functionality to come.
“Automation and AI are amplifying what’s possible for humans to do,” Keith Eadie, VP and GM of Adobe Advertising Cloud, told CMO.com.
Last year, Google Ads announced a slew of new AI-powered ad opportunities for marketers. AI helps Google adjust to user search information which results in the display of more impactful ads.
“It’s a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go above and beyond search, such as the Microsoft Audience Network.” Kooi went on to write.
Microsoft Advertising leverages AI technology found on the Microsoft Audience Network (MSAN). Last year, MSAN began utilizing LinkedIn data.
The Bing Ads Partner Summit commences today in Redmond, WA. While Microsoft Advertising replaces Bing Ads in name, the consumer search side will remain Bing.
Last January, Microsoft and Bing announced a more expansive advertising relationship. This prevents marketers from having to log in to multiple platforms. Instead, marketers have access to Bing, Yahoo!, and AOL in a single platform.
In 2018, Google AdWords changed its name to Google Ads. Though a subtle change, the modification signaled Google’s expansion from keyword-based search ads into more expansive ad types. In other words, name changes in advertising platforms are hardly ever inconsequential. Name changes are often a harbinger of more significant changes. In the case of Bing Ads changing names, that’s going to be the case.
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