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| Developer(s) | Microsoft |
|---|---|
| Type | Online advertising |
| Website | ads |
Microsoft Advertising (formerly Bing Ads) is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users. Provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos.
In 2021, Microsoft Advertising surpassed US$10 billion in annual revenue. [1]
Microsoft was the last of the "big three" search engines (which also includes Google and Yahoo!) to develop its own system for delivering pay-per-click (PPC) ads. Until the beginning of 2006, all of the ads displayed on the MSN Search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!'s ads on its search engine. [2]
As search marketing grew, Microsoft began developing its own system, MSN adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN Search (now Bing) showed Yahoo! and adCenter advertising in its search results. Microsoft effort to create AdCenter was led by Tarek Najm, then general manager of the MSN division of Microsoft. In June 2006, the contract between Yahoo! and Microsoft had expired and Microsoft was displaying only ads from adCenter until 2010.
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In November 2006 Microsoft acquired Deep Metrix, a company situated in Gatineau, Canada, that created web-analytics software. Microsoft has built a new product adCenter Analytics based on the acquired technology. In October, 2007 the beta version of Microsoft Project Gatineau was released to a limited number of participants. [3] [4]
In May 2007, Microsoft agreed to purchase the digital marketing solutions parent company, aQuantive, for roughly $6 billion. [5] Microsoft later resold Atlas, a key piece of the aQuantive acquisition, to Facebook in 2013. [6]
Microsoft acquired ScreenTonic on May 3, 2007, [7] AdECN on July 26, 2007, [8] and YaData on February 27, 2008, and merged their technologies into adCenter. [9]
On February 23, 2009, the Publisher Leadership Council was created under the umbrella of Microsoft Advertising. The council was responsible for delivering the next-generation advertising platform for the publishers of digital media resulting in the formation of Microsoft pubCenter. [10]
In January 2010, Microsoft announced a deal in which it would take over the functional operation of Yahoo! Search, and set up a joint venture to sell advertising on both Yahoo! Search and Bing known as the Microsoft Search Alliance. A complete transition of all Yahoo! sponsored ad clients to Microsoft adCenter occurred in October 2010. [11]
On September 10, 2012, adCenter was renamed to Bing Ads, and the Search Alliance was renamed the Yahoo! Bing Network. [12]
In April 2015, the Yahoo! partnership was modified; Yahoo! Search will only have to feature Bing results on the "majority" of desktop traffic, leaving the company open to "enhance the search experience" non-exclusively on both desktop and mobile. Additionally, Microsoft will take over as the exclusive seller of ads delivered through Bing; Yahoo! will sell its own ads through its new in-house Gemini platform. [13] [14]
On June 29, 2015, AOL Inc. announced a deal and partnership to take over the majority of Microsoft's ad sales business. Under the pact, AOL will take over the sale of display, video, and mobile ads on various Microsoft platforms in nine countries, including Brazil, Canada, the United States, and the United Kingdom. As many as 1200 Microsoft employees involved with the business will be transferred to AOL. In turn, AOL's properties will replace Google Search with Bing, and display Bing Ads sold by Microsoft. [15] [16]
In May 2018, Bing Ads released additional productivity and time-saving tools for users managing their campaigns via Bing Ads Editor. [17]
On April 30, 2019, Bing Ads was re-branded to Microsoft Advertising. [18]
On August 5, 2019, Microsoft acquired PromoteIQ, a leading provider of vendor marketing technology to online retailers and brands. [19]
On December 21, 2021, Microsoft announced its plans to acquire Xandr from AT&T. Six months later, Microsoft disclosed that the acquisition had been completed. [20]
Similar to Google Ads, Microsoft Advertising uses both the maximum amount an advertiser is willing to pay-per-click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. This system encourages advertisers to write effective ads and to advertise only on searches which are relevant to their advertisement.
In 2021, Microsoft Advertising began rolling out LinkedIn audience observation and bid management targeting, allowing advertisers to monitor and bid against common LinkedIn Ads audiences, including company size, industry, job function, as well as lists of individual companies. [21]
Similar to Google Ads Editor, Microsoft Advertising provides a desktop tool to manage campaigns offline, called Microsoft Ads Editor. Using this editor you can make offline changes to your campaigns and later sync it online.
Microsoft Advertising also provides APIs that can be used to manage advertising campaigns.
Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering. In Q1 2014, Google earned US$3.4 billion, or 22% of total revenue, through Google AdSense. In 2021, more than 38 million websites used AdSense. It is a participant in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon. This program also operates on HTTP cookies.
DoubleClick Inc. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. DoubleClick offered technology products and services that were sold primarily to advertising agencies and mass media, serving businesses like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa Inc., Nike, Inc., and Carlsberg Group. The company's main product line was known as DART, which was intended to increase the purchasing efficiency of advertisers and minimize unsold inventory for publishers.
Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, and videos to web users. It can place ads in the results of search engines like Google Search, mobile apps, videos, and on non-search websites. Services are offered under a pay-per-click (PPC) pricing model.
Click fraud is a type of fraud that occurs on the Internet in pay per click (PPC) online advertising. In this type of advertising, the owners of websites that post the ads are paid based on how many site visitors click on the ads. Fraud occurs when a person, automated script, computer program or an auto clicker imitates a legitimate user of a web browser, clicking on such an ad without having an actual interest in the target of the ad's link in order to increase revenue. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.
Yahoo! Native is a native "Pay per click" Internet advertising service provided by Yahoo.
Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.
Yahoo! Search is a search engine owned and operated by Yahoo!, using Microsoft Bing to power results.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website.
Microsoft Bing, commonly referred to as Bing, is a search engine owned and operated by Microsoft. The service traces its roots back to Microsoft's earlier search engines, including MSN Search, Windows Live Search, and Live Search. Bing offers a broad spectrum of search services, encompassing web, video, image, and map search products, all developed using ASP.NET.
Keyword advertising is a form of online advertising in which an advertiser pays to have an advertisement appear in the results listing when a person uses a particular phrase to search the Web, typically by employing a search engine. The particular phrase is composed of one or more key terms that are linked to one or more advertisements. The most common form or keyword advertising, focused on payment methods, is pay per click (PPC), with other forms being cost per action (CPA) or cost per mille (CPM).
In Internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.
Website monetization is the process of converting existing traffic being sent to a particular website into revenue. The most popular ways of monetizing a website are by implementing pay per click (PPC) and cost per impression (CPI/CPM) advertising. Various ad networks facilitate a webmaster in placing advertisements on pages of the website to benefit from the traffic the site is experiencing.
Xandr, formerly known as AppNexus, is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia.
Quality Score is a metric used by Google, Yahoo!, Facebook and Bing that influences the ad rank and cost per click (CPC) of ads.
Timothy M. Armstrong is an American business executive. He was formerly the CEO of Oath Inc., then a subsidiary of Verizon Communications that served as the umbrella company of its digital content subdivisions, including AOL and Yahoo!. Previously, he was the CEO of AOL Inc. from 2009 until its purchase by Verizon in 2015.
Search syndication is a type of contextual advertising which allows online search advertisers to buy keyword-targeted traffic outside of search engine results pages. This is considered to be an alternative to advertising on search engines, since 43% of all searches occur outside of the top search engines.
Ad fraud is concerned with the practice of fraudulently representing online advertisement impressions, clicks, conversion or data events in order to generate revenue. Ad-frauds are particularly popular among cybercriminals.
Taboola, Inc. is a publicly traded advertising and technology company headquartered in New York City. It provides "content recommendation" adverts on its partner websites.
Advertising revenue is the monetary income that individuals and businesses earn from displaying paid advertisements on their websites, social media channels, or other platforms surrounding their internet-based content. In September 2018, the U.S Internet advertising market was estimated to be worth $111 billion, with market share being held mostly between Google, Facebook, Amazon, and Microsoft. These companies earn revenue through online advertising but also have initiated pathways for individual users and social media influencers to earn an income. Individuals and businesses can earn advertising revenue through advertising networks such as Google AdSense, YouTube monetization, or Outbrain.