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Microsoft has announced an extension of its partnership with Verizon Media. Under the new deal, Bing Ads will be the exclusive platform for search advertising for the two companies.

It builds on a 2015 deal where 51% of ads were through Bing, and 49% through Yahoo’s Gemini platform. Partners of Gemini included competitors like Google, which will no longer have any search inventory. For Microsoft, it’s a big win, but marketers will also benefit.

Marketers will have a single global platform to create search advertising campaigns that reach audiences across the Bing, Yahoo, and AOL networks,” explained Kya Sainsbury-Carter, VP global partner service, advertising sales, Microsoft. “By aligning campaigns under Bing Ads, marketers will benefit from the deep audience understanding contained in the Microsoft Graph coupled with Microsoft artificial intelligence (AI) capabilities to connect to the right audience with the right message across any device.”

A Much-Needed Click Increase

AOL and Yahoo aren’t what they used to be, but Verizon Media still owns a swathe of the internet. As well as its mail services, it owns sites like Huffington Post, TechCrunch, Endgadet, and more. As a result, Microsoft says customers on the Bing Ads marketplace can expect a 10-15% increase in clicks in the US.

“While exact results will vary by client, Bing Ads users should closely monitor their budgets to ensure they are ready to capture these potential increases in click volume,” advises the company.

You can read more about the evolving partnership on the Bing Ads blog.