Microsoft is rebranding its search partnership with Yahoo as the Yahoo! Bing Network, following the tie up between the two firms set up in 2009.
Microsoft’s partnership with Yahoo — in which Bing powers Yahoo searches — was formerly referred to as Search Alliance.
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.
The move will also see Microsoft and Yahoo rebrand its online search ad platform adCenter 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
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