Microsoft and Verizon have announced an update to their long-standing search partnership between Yahoo, AOL, and Bing Search Ad Networks.
Formerly knows as Oath, the Verizon Media will now let search marketers target valuable customers across Bing Search Ad Network through the expanded search partnership.
As a result of this expanded partnership, Microsoft owned Bing Ads’ will now be the exclusive search advertising platform for Verizon Media Group that owns AOL and Yahoo under its umbrella.
That said, by leveraging this single platform, advertisers will be able to create their search marketing advertising campaigns to target customers across Bing, AOL, and Yahoo networks.
Microsoft said it estimates the unified partnership could lead to an increase in high-quality clicks of up to 10 to 15 percent across Bing Ads’ marketplace in the U.S.
“Continuing to grow the volume of high-quality clicks and conversions clients receive through Bing Ads has been a top request,” stated Bing Ads’.
Though, the results will vary by client, said Bing Ads, advising marketers to keep an eye on their budgets to be able to capture the potential of increased click volume.
In addition to potentially higher click volume, Bing Ads said. as a result of this extended partnership, search marketers will also benefit from its audience targeting and optimization capabilities powered by Microsoft Graph, which leverages LinkedIn data, and Microsoft artificial intelligence (AI).
Microsoft also noted, that users privacy and security will continue to remain as a core principle as the partnership evolves.
Verizon Media and Microsoft expect to complete the traffic transition worldwide by the end of March, this year.