Deals expand reach for Bing Ads advertisers in search results on US and UK digital properties.
Bing Ads announced a search advertising syndication deal with adMarketplace and Gumtree.com this week.
New York City-based adMarketplace serves ads in the internal search results pages on publisher sites and in their apps. The syndication deal enables Bing Ads advertisers to distribute their across adMarketplaces’ publisher network where relevant.
Bing Ads says the deal also offers syndication on Men’s Health, Women’s Health, Runners’ World and Prevention and other Rodale digital properties through adMarketplace’s partnership with with fitness and healthy lifestyle publishing house.
Gumtree.com, the UK classifieds site that’s part of the eBay classifieds group, will now serve Bing Ads keyword-targeted advertisements on mobile and tablet searches on the site.
A Bing Ads spokesperson told Search Engine Land about the new deals: “We are constantly evaluating partnership opportunities with high-quality publishers in an effort to deliver Bing Ads advertisers more customer opportunities. AdMarketplace and Gumtree are new partnerships that reflect these efforts, in addition to Infospace and Savoo, both announced last quarter.”
Bing Ads has been working on offering advertisers more scale for the better part of a year now, largely through integration with its own products. With the launch of Windows 10 this summer, Microsoft said it expected to see a 10–15-percent lift in search volume as a early as September, now that Cortana and Bing are integral parts of the operating system.
It’s unclear if the recent syndication deals are in response to Microsoft’s renegotiated search deal with Yahoo this spring. With the new agreement, Bing stands to lose up to 49 percent of Yahoo desktop search query volume on top of the 100 percent of mobile queries already in play. Yahoo began serving mobile ads through its own Gemini platform on Yahoo property search results last year.
In June, Microsoft announced a 10-year deal with AOL to deliver Bing search listings and serve Bing Ads on AOL search pages.
