BingAds.com will become MicrosoftAdvertising.com, while its partner programme will become the Microsoft Advertising Partner Program.

Bing Ads has announced it will change its name from Bing Ads to Microsoft Advertising. Dubbed a ‘simple shift’, the rebrand is down to the fact its clients and partners already know it as Microsoft, says the company, with customers already using advertising products such as the Microsoft Audience Network.

Over the coming months, all its experiences and materials will be updated to reflect Microsoft Advertising. The tech company will also be introducing more advertising products

with built-in AI over the next year

.

Last year,

Microsoft launched the Microsoft Audience Network

, which uses AI, rich audience intent, and profile understanding to help marketers reach consumer in brand-safe environments. Microsoft has announced updates to this product including viewable impressions, image upload and management tool updates. It’s also expanding audience campaigns to the UK and Canada later this summer.

It has also announced a new Sponsored Products feature, available only in the US, which enables manufacturers to boost visibility and drive more traffic for their products in shopping campaigns.

Bing will remain the consumer search brand in Microsoft’s portfolio, and will become more important as

intent data drives more personalisation and product innovation

, according to the company.