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  |  September 10, 2012   |  Comments

Microsoft and Yahoo rename advertising activities under a collective brand name.

Microsoft will rebrand its advertising arm as part of a deeper partnership with search firm Yahoo.

The name for the partners' collective advertising offering will be the Yahoo Bing Network, according to a Microsoft blog post.

Bing Ads will replace the Microsoft platform formerly known as adCenter. This rebranding already has been launched on the adCenter landing page.

Bing Ads, like adCenter, will be offered to businesses wishing to place advertisements in search results, or what will now be known as the Yahoo Bing Network.

The Yahoo Bing Network is comprised of 151 million unique searchers in the U.S. who are likely to spend 24 percent more than the average searcher, and likely to spend five percent more than Google searchers in the US," noted Tina Kelleher, Microsoft community manager, in the blog post.

Microsoft and Yahoo announced a 10-year search partnership in July 2009, shortly after Carol Bartz took over the chief executive post from Jerry Yang. Under the terms of the agreement, Microsoft's Bing powers Yahoo search, while Yahoo heads up the search advertising strategy.

Yahoo reported in April of last year that the partnership had caused its business financial difficulties. Recently, some have questioned whether new chief executive Marissa Mayor would keep the agreement going.

This article was originally published on V3.

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