Bing Ads recently announced that they will now be known as Microsoft Advertising. Bing officials reported that the rebranding will reflect a larger focus on ad inventory, data and targeting capabilities through their Microsoft Audience Network.

“These days, marketers have more power than ever to identify and reach customers. With data, AI and automation at your fingertips, it’s no longer just reaching more people that matters to growing your brand. It’s about making each connection feel one-to-one, at just the right time and place. More meaningful, more timely, and more valuable — this is how we see advertising evolving,” Rick van de Kooi, Corporate Vice President of Microsoft Advertising, said. “We’re evolving, too. We’re changing our name from Bing Ads to Microsoft Advertising.”

What does this change mean for advertisers? Microsoft Advertising says the transition between names will be a simple one since most of their clients and partners already recognize them as Microsoft.  The team at Microsoft Advertising says clients and partners can anticipate new features within the Microsoft Audience Network, a targeting option that was launched last year. The Microsoft Audience Network uses AI, rich audience intent, and profile understanding to help marketers reach consumers in brand-safe environments.

“We have deployed product enhancements, including viewable impressions, image upload and management tool updates to make managing images even easier. And second, we’re expanding audience campaigns to the UK and Canada later this summer,” Kooi said.

The rebranding announcement also brings a Sponsored Products option to advertisers. The Sponsored Products tool will allow marketers to increase visibility and drive more traffic to their top performing products within their shopping campaigns. Kooi reports that this new capability will help align marketing efforts between retailers and manufacturers, which will ultimately result in a stronger connection with shoppers. Sponsored Products is currently only available in beta in the U.S.

“We believe in empowering every marketer on the planet to achieve more, and our success is realized in what our partners accomplish. The Bing Ads name change to Microsoft Advertising is a reinforcement of this commitment,” Kooi said.