Microsoft is rebranding its search partnership with Yahoo as well as its online ad platform.
Microsoft’s partnership with Yahoo — in which Bing powers Yahoo searches — was formerly referred to as Search Alliance. Now it’s being called the Yahoo! Bing Network.
In July, the combination of Microsoft and Yahoo’s sites together held about 29 percent of U.S. searches, according to research firm comScore. Of that, Microsoft sites — primarily Bing — had about 16 percent and Yahoo had about 13 percent.
Microsoft is also renaming adCenter — its online search ad platform — to Bing Ads. The name change is supposed to reflect a more streamlined approach to buying search ads and giving customers more transparency into the auction process, according to an official Microsoft Advertising blog post.