Microsoft announced their search network, Bing Ads, will be the exclusive platform to serve and manage search ads for the Oath Ads Platforms (formerly known as Gemini), a subsidiary of Verizon Media. The key word there is "search" ads as Verizon Media will continue to serve native ads using other sources.
This differs from the mega digital media companies’ previous agreement which stated the Yahoo Search Network, part of Verizon Media, could serve ads to several sources -- which Bing Ads was only one of.
Traffic migration will begin on March 15th, 2019 and should be complete by March 31st, 2019. In the meantime and during migration, advertisers are urged to keep both Oath and Bing campaigns live to ensure no opportunities are missed.
National advertisers are told to expect a 10-15% increase in traffic via Bing once the migration is complete. This number is significantly less for local advertisers who are being told to expect “a few percent at most” of an increase.
Microsoft is in the process of determining how the traffic will be segmented in the Bing Ads platform. Once this is determined and the migration begins, The Moran Group will be watching performance closely.
If you would like more information or would like to discuss how to best leverage Search to meet your business goals, reach out to the Moran Group today!
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