Microsoft has come a long way since Microsoft adCenter. What turned into Bing Ads has now been rebranded to Microsoft Advertising. According to Microsoft Advertising’s VP, Rik van der Kooi, users can expect to see more advertising products with built-in AI and products more connected to your data and your business.

Last year, Microsoft launched the Microsoft Audience Network, helping marketers reach consumers in brand-safe environments. With the rebrand, Microsoft is deploying product enhancements such as viewable impressions and image upload and management tools. They’re also expanding audience campaigns to the UK and Canada.

For the United States, the rebrand will come with Sponsored Products, a tool that manufacturers can use to “boost visibility and drive more traffic” to their top products in shopping campaigns. Manufacturers also gain access to new and improved reporting and optimization capabilities.

The Bing brand itself isn’t going anywhere. According to Microsoft, “Bing remains the consumer search brand in our portfolio and will only become more important as intent data drives more personalization and product innovation.”

Sources: Marketing Land