What is a Bing feed?
A Bing feed is a supply of Microsoft Advertising search ads shown on a partner's site through Microsoft's syndication programme. It works like a Google feed but draws on Microsoft's advertisers. Microsoft tightened the programme in 2024, removing a number of publishers from its distribution marketplace, so access is narrower than it once was.
The bing feed historically powered search boxes, browser extensions and keyword landers through partners. Advertisers reach it when their Microsoft Advertising campaigns include the search partner network.
The 2024 changes show how quickly a feed can shrink. Perion, whose CodeFuel unit was a major Microsoft partner, told investors that pricing and mechanism changes in the first quarter of 2024, followed by Microsoft's decision to exclude a number of publishers, would take Microsoft Bing from about 35% of its 2023 revenue to under 5% in the second half of 2024. Its filings say the legacy agreement expired on 31 December 2024. Anyone building on a Bing feed should read that as a lesson in platform risk.