Microsoft And Verizon Expand Partnership
Microsoft recently announced that they are expanding their partnership with Verizon Media. This partnership will make it easier for advertisers to reach Bing, Yahoo, and AOL networks through one platform: Bing Ads. Any Verizon Media search traffic currently being served elsewhere, most notably on the Oath Ad Platform, will now be served exclusively by Bing Ads. As we have discussed before, Verizon Media created Oath as an encompassing platform for some of its recently acquired platforms and brand names, like Yahoo. Yahoo search traffic has been served by multiple different Advertising Platforms in the past, including Bing Ads, and it is an interesting development in the SEM world to see that traffic fall under Bing’s purview once again.
In the end, this partnership will make it easier for advertisers to reach audiences on these platforms. It will also allow advertisers to utilize some of Bing Ads’ features and artificial intelligence capabilities to best optimize the performance of their campaigns. Microsoft is estimating that Bing Ads advertisers targeting the United States could see an increase in clicks of up to 10-15%, once the full transition takes place. The full transition of the search traffic is scheduled to be completed by the end of March 2019. Advertisers currently using Oath search advertising campaigns will need to transition their campaigns to Bing Ads before the end of March.
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