Microsoft has announced rebranding of adCenter to Bing Ads and the launch of Yahoo! Bing Network, formerly known as Search Alliance.

Yahoo! and Microsoft Search Alliance was born two years ago and reaches 151 million people today. The network includes the reach and benefits of Yahoo! Search and Bing partner publisher sites. Earlier this year, Microsoft brought all advertising marketing programs from Microsoft Advertising to the Bing umbrella. The latest announcement is a step in the same direction of streamlining a single digital advertising platform.

Bing Ads is a reimagined and improved way for managing campaigns on the Yahoo! Bing Network. Along with the rebranding, the platform has introduced a new Import Campaign feature which allows advertisers to import their search campaigns from Google Ad Words into Bing Ads. This will give their campaigns greater visibility and reach beyond just one search platform. Also, the new Editorial Exceptions feature will help advertisers resolve any editorial disapprovals during and after the ad submission process. With ongoing enhancements to the Bing Ads Editor tool, advertisers have an additional resource for tracking performance and identifying growth opportunities.

The Yahoo! Bing Network represents 70% of all searchers in the US, 20% of which are unique to the Yahoo! Bing Network. According to a comScore report quoted by Microsoft, searchers on Yahoo! Bing Network in the U.S. are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers.