Microsoft has plans to build out a third-party ad publisher network, similar to Google AdSense, placing premium high-quality ads on publisher sites supported by Bing and Bing Ads.
The brands want to augment existing desktop and mobile search traffic. David Pann, GM for the search network at Microsoft, said the company already has the technology to make it happen.
The service would support publishers that wanted an option other than Google to drive organic search traffic to their sites. Bing was never really in the business to compete for that publishing search ad volume.
Pann said Bing never had the monetization capabilities or the platform and now the company does. It's being developed in response to brands wanting an option other than services from Google and adMarketplace.
When asked about the timing, Pann said: "We're discussing it with publishers today."