Bing Ads has been rebranded to Microsoft Advertising, with the business saying the move intends "to signal offerings that extend beyond search inventory and search data."
Microsoft announced the news in a blog post, detailing how the "simple shift" would be better for business, noting that clients were already tapping the new ad products it offered that "go above and beyond search" like as the Microsoft Audience Network.
The computing giant also placed a big focus on personalization and AI in the announcement.
“In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business,” said Rik van der Kooi, corporate vice-president for Microsoft Advertising.
Bing will remain the consumer search brand for Microsoft, with the computing giant insisting the Google rival will "only become more important as intent data drives more personalisation and product innovation."
Bing is currently used by half a million advertisers and is the exclusive search advertising partner for Verizon Media — the ex-Yahoo-AOL spinoff which underwent a rebrand of its own last year.
Speaking to The Drum earlier this year, chief executive of Microsoft, Satya Nadella, admitted that the revamp of the organisation’s business model and culture has been harder to implement than its evolving technology.
Nadella, who took on the top role in 2014, said Microsoft has found it easier to adapt to a “first-class worldview of where the industry is going” than to “adjust to the harsh realities of the business model shift”.