Bing Ads Screenshot

On Tuesday Microsoft revealed a large partnership between Bing Network and CBS Interactive. The former company is a division of CBS Corporation, who labels itself the largest publisher of premium digital content.

The publishing giant owns Metacritic, GameSpot, Last.fm, CNET, ZDNET and more. The result is over  300 million page views per month, so it’s a big deal for Bing.

Partnership Details

Microsoft and CBS’s multi-national syndication will cover PC, mobile, tablet and search in the US, UK, Canada, Spain, Mexico, Germany, and France.

“Partnering with Bing allows us to provide an enhanced search experience to deliver quality results and incremental value to both users and marketers alike,” said Shane McGilloway, senior vice president of strategy and development, CBS Interactive. “The Bing Network team delivers valuable insights, business intelligence and an enhanced platform for paid search advertising.”

The arrangement will give Bing Ads exclusive advertisements on a number of CBS sites. These include Store.com, ZDsearch.com, Findarticles.com, and Searchnow.com. In addition, the company will provide search solutions to CNET, MySimon, and Search.com.

More Attractive to Advertisers

Other than that, there hasn’t been much detail about the deal. However, it’s clear what Bing Network stands to gain.

According to general manager of Bing Ads marketing Steve Sirch,“CBS Interactive will help us bring additional scale and opportunity to advertisers and marketers.” Microsoft even lists some of the key takeaways for advertisers:

  • The partnership, which offers additional opportunities for advertisers to connect with the right audiences in seven multinational markets, including the U.S., is a further testament to the global scale and reach available to advertisers on the Bing Network.
  • This new audience pushes Bing into a greater portion of highly-coveted advertiser demographics, as nearly 60% of CBS Interactive users are under 45 and more than 40% of users have a household income of $100,000 or more.
  • CBS Interactive will help drive a spike in mobile Bing Network searches, with 70% of search volume on CBS Interactive properties coming from mobile devices.”

This could result in revenue taken from Google, who claim 64% according to Bloomberg. It will also extend Bing search, especially in the mobile sector.

You can read Microsoft’s full blog post on the matter here.