Microsoft deepens Yahoo search partnership with Bing Ads launch

Microsoft is to rebrand its advertising arm as part of a deeper partnership with search firm Yahoo.

The name for the partners' collective advertising offering will be the Yahoo Bing Network, according to a new Microsoft blog post.

Bing Ads will replace the Microsoft platform formerly known as adCenter. This rebranding has also already been launched on the adCenter landing page.

Bing Ads, like adCenter, will be offered to businesses wishing to place advertisements in search results, or what will now be known as the Yahoo Bing Network.

"We'd like to take a moment to introduce to you the Yahoo Bing Network, the new name for the unique audience that uses Yahoo Search, and Bing, and our partner sites," said Tina Kelleher, Microsoft community manager.

"Delivering a high-quality audience, the Yahoo Bing Network is comprised of 151 million unique searchers in the US who are likely to spend 24 per cent more than the average searcher, and likely to spend five per cent more than Google searchers in the US."

Microsoft and Yahoo announced a 10-year search partnership in July 2009, shortly after Carol Bartz took over the chief executive post from Jerry Yang. Under the terms of the agreement, Microsoft's Bing powers Yahoo search, while Yahoo heads up the search advertising strategy.

Yahoo reported in April last year that the partnership had caused its business financial difficulties. There was also a question over whether new chief executive Marissa Mayor would keep the agreement going.