<s>
Microsoft	B-Application
Advertising	I-Application
(	O
formerly	O
Bing	B-Application
Ads	I-Application
,	O
Microsoft	B-Application
adCenter	I-Application
and	O
MSN	B-Application
adCenter	I-Application
)	O
is	O
an	O
online	O
advertising	O
platform	O
developed	O
by	O
Microsoft	O
that	O
provides	O
pay	O
per	O
click	O
advertising	O
on	O
the	O
Bing	B-Application
,	O
Yahoo	O
!,	O
and	O
DuckDuckGo	B-Application
search	B-Application
engines	I-Application
,	O
as	O
well	O
as	O
on	O
other	O
websites	O
,	O
mobile	O
apps	O
,	O
and	O
videos	O
.	O
</s>
<s>
In	O
2021	O
,	O
Microsoft	B-Application
Advertising	I-Application
surpassed	O
US$10	O
billion	O
in	O
annual	O
revenue	O
.	O
</s>
<s>
Microsoft	O
was	O
the	O
last	O
of	O
the	O
"	O
big	O
three	O
"	O
search	B-Application
engines	I-Application
(	O
which	O
also	O
includes	O
Google	B-Application
and	O
Yahoo	B-Application
!	I-Application
)	O
</s>
<s>
Until	O
the	O
beginning	O
of	O
2006	O
,	O
all	O
of	O
the	O
ads	O
displayed	O
on	O
the	O
MSN	B-Application
Search	I-Application
engine	O
were	O
supplied	O
by	O
Overture	O
(	O
and	O
later	O
Yahoo	B-Application
!	I-Application
)	O
.	O
</s>
<s>
MSN	O
collected	O
a	O
portion	O
of	O
the	O
ad	O
revenue	O
in	O
return	O
for	O
displaying	O
Yahoo	B-Application
!	I-Application
</s>
<s>
'	O
s	O
ads	O
on	O
its	O
search	B-Application
engine	I-Application
.	O
</s>
<s>
As	O
search	O
marketing	O
grew	O
,	O
Microsoft	O
began	O
developing	O
its	O
own	O
system	O
,	O
MSN	B-Application
adCenter	I-Application
,	O
for	O
selling	O
PPC	O
advertisements	O
directly	O
to	O
advertisers	O
.	O
</s>
<s>
As	O
the	O
system	O
was	O
phased	O
in	O
,	O
MSN	B-Application
Search	I-Application
(	O
now	O
Bing	B-Application
)	O
showed	O
Yahoo	B-Application
!	I-Application
</s>
<s>
and	O
adCenter	B-Application
advertising	O
in	O
its	O
search	B-Application
results	I-Application
.	O
</s>
<s>
Microsoft	O
effort	O
to	O
create	O
AdCenter	B-Application
was	O
led	O
by	O
Tarek	O
Najm	O
,	O
then	O
general	O
manager	O
of	O
the	O
MSN	O
division	O
of	O
Microsoft	O
.	O
</s>
<s>
In	O
June	O
2006	O
,	O
the	O
contract	O
between	O
Yahoo	B-Application
!	I-Application
</s>
<s>
and	O
Microsoft	O
had	O
expired	O
and	O
Microsoft	O
was	O
displaying	O
only	O
ads	O
from	O
adCenter	B-Application
until	O
2010	O
.	O
</s>
<s>
Microsoft	O
has	O
built	O
new	O
product	O
adCenter	B-Protocol
Analytics	I-Protocol
based	O
on	O
the	O
acquired	O
technology	O
.	O
</s>
<s>
Microsoft	O
acquired	O
ScreenTonic	O
on	O
May	O
3	O
,	O
2007	O
,	O
AdECN	B-Application
on	O
July	O
26	O
,	O
2007	O
,	O
and	O
YaData	B-Application
on	O
February	O
27	O
,	O
2008	O
,	O
and	O
merged	O
their	O
technologies	O
into	O
adCenter	B-Application
.	O
</s>
<s>
On	O
February	O
23	O
,	O
2009	O
,	O
Publisher	O
Leadership	O
Council	O
was	O
created	O
under	O
the	O
umbrella	O
of	O
Microsoft	B-Application
Advertising	I-Application
.	O
</s>
<s>
In	O
January	O
2010	O
,	O
Microsoft	O
announced	O
a	O
deal	O
in	O
which	O
it	O
would	O
take	O
over	O
the	O
functional	O
operation	O
of	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Search	O
,	O
and	O
set	O
up	O
a	O
joint	O
venture	O
to	O
sell	O
advertising	O
on	O
both	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Search	O
and	O
Bing	B-Application
known	O
as	O
the	O
Microsoft	B-Application
Search	I-Application
Alliance	O
.	O
</s>
<s>
A	O
complete	O
transition	O
of	O
all	O
Yahoo	B-Application
!	I-Application
</s>
<s>
sponsored	O
ad	O
clients	O
to	O
Microsoft	B-Application
adCenter	I-Application
occurred	O
in	O
October	O
2010	O
.	O
</s>
<s>
On	O
September	O
10	O
,	O
2012	O
,	O
adCenter	B-Application
was	O
renamed	O
to	O
Bing	B-Application
Ads	I-Application
,	O
and	O
the	O
Search	O
Alliance	O
was	O
renamed	O
the	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Bing	B-Application
Network	O
.	O
</s>
<s>
In	O
April	O
2015	O
,	O
the	O
Yahoo	B-Application
!	I-Application
</s>
<s>
partnership	O
was	O
modified	O
;	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Search	O
will	O
only	O
have	O
to	O
feature	O
Bing	B-Application
results	O
on	O
the	O
"	O
majority	O
"	O
of	O
desktop	O
traffic	O
,	O
leaving	O
the	O
company	O
open	O
to	O
"	O
enhance	O
the	O
search	O
experience	O
"	O
non-exclusively	O
on	O
both	O
desktop	O
and	O
mobile	O
.	O
</s>
<s>
Additionally	O
,	O
Microsoft	O
will	O
take	O
over	O
as	O
the	O
exclusive	O
seller	O
of	O
ads	O
delivered	O
through	O
Bing	B-Application
;	O
Yahoo	B-Application
!	I-Application
</s>
<s>
In	O
turn	O
,	O
AOL	O
's	O
properties	O
will	O
replace	O
Google	B-Application
Search	O
with	O
Bing	B-Application
,	O
and	O
display	O
Bing	B-Application
Ads	I-Application
sold	O
by	O
Microsoft	O
.	O
</s>
<s>
In	O
May	O
2018	O
,	O
Bing	B-Application
Ads	I-Application
released	O
additional	O
productivity	O
and	O
time-saving	O
tools	O
for	O
users	O
managing	O
their	O
campaigns	O
via	O
Bing	B-Application
Ads	I-Application
Editor	O
.	O
</s>
<s>
On	O
April	O
30	O
,	O
2019	O
,	O
Bing	B-Application
Ads	I-Application
was	O
re-branded	O
to	O
Microsoft	B-Application
Ads	I-Application
.	O
</s>
<s>
Similar	O
to	O
Google	B-Application
Ads	I-Application
,	O
Microsoft	B-Application
Ads	I-Application
uses	O
both	O
the	O
maximum	O
amount	O
an	O
advertiser	O
is	O
willing	O
to	O
pay	O
per	O
click	O
(	O
PPC	O
)	O
on	O
their	O
ad	O
and	O
the	O
advertisement	O
's	O
click-through	O
rate	O
(	O
CTR	O
)	O
to	O
determine	O
how	O
frequently	O
an	O
advertisement	O
is	O
shown	O
.	O
</s>
<s>
Microsoft	B-Application
Ads	I-Application
allows	O
advertisers	O
to	O
target	O
their	O
ads	O
by	O
restricting	O
their	O
ads	O
to	O
a	O
given	O
set	O
of	O
demographics	O
and	O
by	O
increasing	O
their	O
bids	O
whenever	O
the	O
ad	O
is	O
seen	O
by	O
a	O
user	O
of	O
a	O
certain	O
demographic	O
.	O
</s>
<s>
Similarly	O
,	O
Microsoft	B-Application
Ads	I-Application
allows	O
advertisers	O
to	O
run	O
their	O
ads	O
on	O
specific	O
days	O
of	O
the	O
week	O
or	O
certain	O
times	O
of	O
day	O
.	O
</s>
<s>
Similar	O
to	O
Google	B-Application
Ads	I-Application
Editor	I-Application
,	O
Microsoft	B-Application
Ads	I-Application
provides	O
a	O
desktop	O
tool	O
to	O
manage	O
campaigns	O
offline	O
,	O
called	O
as	O
Microsoft	B-Application
Ads	I-Application
Editor	O
.	O
</s>
<s>
Microsoft	B-Application
Ads	I-Application
also	O
provides	O
APIs	B-Application
that	O
can	O
be	O
used	O
to	O
manage	O
advertising	O
campaigns	O
.	O
</s>
