Microsoft has rebranded its Bing Ads service as Microsoft Advertising to reflect a shift towards personalisation, data and artificial intelligence.
The company has also launched Sponsored Products in the US which allows manufacturers to promote products with retail partners.
"Manufacturers gain access to new reporting and optimisation capabilities, and retailers get additional product marketing support with a fair cost split," the company said.
Rik van der Kooi, corporate vice president of Microsoft Search advertising said, “One thing that’s not changing — the importance of advancing trust as we innovate. Adopting personalisation through AI elevates the importance of consumer privacy and control. Integrating intelligent technology into the marketer’s toolkit means valuing brand safety and ensuring data security.
“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.”
Bing currently holds 2.45 per cent market share of the global search engine market, just above Yahoo which has 1.82 per cent. Bing has 500,000 advertisers and access to half a billion consumers and exclusively works with Verizon Media to deliver its search advertising.