Google did it last summer and now Microsoft is changing up the name of their ad platform, officially rebranding to Microsoft Advertising.

This rebrand comes nearly one year after the introduction of the Microsoft Audience Network, the native advertising solution that enables users on the platform to reach a wider range of prospects all throughout the Microsoft portfolio of web properties according to user demographic information, search behavior, location, device type, and even professional characteristics. Microsoft has stated that one reason for the change was that they believe the former brand “Bing Ads” was too narrow in relation to the wide range of advertising products the tech giant offers, in addition to search.

While it may look like a copycat attempt of the blueprint Google laid out, the move actually makes a ton of sense for Microsoft seeing as they already connect marketers to millions of users across MSN, Outlook, and Microsoft Edge. Not to mention that since partnering with Verizon, Bing advertisers also have exclusive rights to Yahoo! and AOL’s paid media. And how could anyone forget about LinkedIn and its rising value of user data?

While search remains king for businesses hoping to grow in the digital space, the increasing importance of a vast network of channels to reach users in more ways is becoming increasingly prevalent. The more opportunities to reach users at every step of the funnel is a win-win for marketers and users alike.

In a direct quote from the company, they state:

“… it’s no longer just reaching more people that matters to growing your brand. It’s about making each connection feel one-to-one, at just the right time and place. More meaningful, more timely, and more valuable — this is how we see advertising evolving.”

More official details from Microsoft:

• BingAds.com is now MicrosoftAdvertising.com
• Bing Ads Partner Program is now the Microsoft Advertising Partner Program
• Over the coming months, all experiences and materials will be updated to reflect Microsoft Advertising

Microsoft isn’t slowing down anytime soon as the company also plans to introduce even more advertising products with the use of AI.

Stay tuned to see what other big changes are happening and what this will mean for Microsoft heading into the future.