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Bing Rewards Rebrands To Microsoft Rewards, Brings In Edge

Microsoft will rebrand Bing Rewards into Microsoft Rewards in an effort to broaden the program and gain a better understanding of how individuals browse, view and use its products and services.

Learning how consumers use its products and services will help Microsoft build features into Bing Ads to support and improve ad targeting. Google provides My Activity, but Microsoft has become a little more "secretive" about the type of information it collects about user experiences across Bing, Cortana and Edge. Insiders say Microsoft collects very similar online data to Google.    

While searching on Bing has historically been one way to earn points, the program now introduces the ability to earn points by browsing the Web with Microsoft Edge and shopping in Windows and Microsoft stores.

As the person browses to earn points, Microsoft collects the amount of active browsing time on Microsoft Edge to credit the account. This requires tasks such as clicking the mouse or keyboard, touching the screen or watching a full-screen video, for example.

The rewards points are the same, but will have different values. They do not have cash values, but each 5,000 Microsoft Rewards points are redeemable for about $5 of merchandise hosted on the Microsoft Rewards redeem page. One credit in Bing Rewards is equivalent to 10 points in Microsoft Rewards. Those left with a point balance in Bing Rewards at time the program officially updates to Microsoft Rewards will be multiplied by 10.

Microsoft Rewards members can redeem points for Xbox and Windows gift cards, Microsoft Store gift cards, sweepstakes entries, charitable donations, and more. The program will continue to offer gift cards from third parties such as Amazon and Starbucks on a promotional basis.

The member tiers also will change. Member, Silver and Gold in the Bing Rewards program will become Level 1 and Level 2 in the Microsoft Rewards program. In the new program all U.S. residents are welcome to become members, whereas the Bing Rewards program required members to be U.S. residents and 13 years of age or older.

There's no word on whether the program will get a new logo or the team will produce and run television or social ads.

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