Microsoft continues its campaign to rename many of its products using its name, prompting it to separate Bing from its online advertising business, now known as Microsoft Advertising.
"Manufacturers can access new possibilities, while retailers receive additional support to market products with a fair division of costs," the company said.
By announcing the renaming of Bing Ads to Microsoft Advertising, the company said it would move more aggressively in this area and expand its range of services, noting that brand renaming is more than a superficial update.
Microsoft has previously offered a wide range of advertising products across many different services, including Bing, Windows, and LinkedIn.
The company initially had Microsoft's Ad Center, Bing Ads in 2012, and now Microsoft Advertising, and last year launched the relevant Microsoft Audience Network.
The renaming process emphasizes Microsoft's focus on customization and artificial intelligence, and is intended to refer to offerings that go beyond search data.
"Over the next year, the company is poised to offer more ad products that are more relevant to your data and business, including artificial intelligence," said Rick van Kooi, vice president of Microsoft Advertising.
Google has proved that a huge empire can be built on advertising data, and it also provides a continuous stream of funds. Since Microsoft does not mind showing its analytical capabilities in terms of data, targeted advertising is an ideal opportunity.
"Renaming is a simple shift because our customers and partners already know us on behalf of Microsoft, and many of them are taking advantage of our new advertising products beyond search, such as the Microsoft Audience Network," the company said.
The Bing search engine will continue to be the brand of search for the consumer, and the company explained that the Bing search engine will become more important because the intended data leads to further customization and product innovation.
The company began integrating data graphs for Linden and Microsoft in 2017, and made LinkedIn data available for targeting via Microsoft Audience Network and search ads last year.
The search engine became profitable in 2015, years after the company invested in data centers, and various partnerships in which the software giant tried to gain a prominent position in the search market on the web.
The decision to add the Bing search engine to a number of Microsoft products and services, such as Windows, has helped them gain access to some markets.
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