Microsoft Advertising (Bing)
Microsoft's search-ad business: the second big source of feed ads, and the engine behind Yahoo's search results.
Redmond, Washington, USA · ads.microsoft.com
MSFT NASDAQ
What Microsoft Advertising (Bing) does
Microsoft Advertising sells the ads that appear on Bing and on the sites of its search partners. Like Google, it lets approved partners show its ads on their own search pages and pays them a share. Operators call this the bing feed.
Microsoft also powers Yahoo's search. Under an alliance first announced in July 2009, Microsoft supplies the search technology and ads behind Yahoo's results, so a great deal of "Yahoo" search advertising is bought through Microsoft's platform.
For arbitrage, Microsoft is the classic second feed: usually lower revenue per click than Google, but a way to avoid depending on one company. That safety is relative. In 2024 Microsoft changed pricing and other mechanisms in its search distribution, and the listed feed provider Perion, which earned a large part of its revenue from Bing, cut its annual forecast by roughly a third. Perion's agreement with Microsoft Bing expired on 31 December 2024.
How it makes money
Advertisers pay per click on Bing and partner sites; Microsoft keeps a share and pays syndication partners the rest.
Where it meets invalid traffic
Runs its own traffic-quality filtering and can remove individual publishers, or a partner's whole network, when quality falls short. The 2024 changes showed how quickly that can hit a feed provider.
Products
- Microsoft Advertising
- Bing
- Microsoft Search Network
- Search syndication partner programme
Quarterly revenue
From SEC XBRL filings · latest quarter +19.0% year on yearQuarterly net income
| Fiscal year | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Revenue | $198.3B | $211.9B | $245.1B | $281.7B | $331.8B |
| Net income | $72.7B | $72.4B | $88.1B | $101.8B | $133.7B |
| Diluted EPS | $9.65 | $9.68 | $11.80 | $13.64 | $17.95 |
Earnings, explained
Microsoft Q4 revenue jumps 18%, beats expectations on cloud and AI gains
Microsoft reported Q4 revenue of $90.0 billion, up 18% year-over-year, with net income rising 31% to $35.8 billion on a GAAP basis. Diluted earnings per share reached $4.81, up 32%. The company stated it exceeded expectations across revenue, operating income, and EPS, helped by a $3.2 billion gain from its Anthropic investment and lower-than-expected expenses. Microsoft Cloud revenue was $59.3 billion, up 27%, and search advertising revenue excluding TAC grew 10%.
These results show Microsoft's continued strength in cloud and AI, with robust growth in both revenue and profit. The strong performance in search advertising and cloud suggests healthy demand for digital services and advertising solutions.
Latest Microsoft Advertising (Bing) news
Search allMicrosoft Advertising Launches Optimization Experiments for All Campaign Types
Microsoft Advertising has rolled out optimization experiments for Search, Shopping, Audience, and Performance Max campaigns. This feature allows advertisers to run controlled A/B tests to measure the impact of campaign changes.
SEC filings
EDGAR| Filed | Form | What it is |
|---|---|---|
| 2026-09-02 | 8-K | Regulation FD disclosure · Financial statements and exhibits |
| 2026-07-29 | 10-K | Annual report |
| 2026-07-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-06-05 | 8-K | Executive or director change |
| 2026-05-14 | 8-K | Executive or director change · Financial statements and exhibits |
| 2026-04-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-04-29 | 10-Q | Quarterly report |
| 2026-01-28 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-01-28 | 10-Q | Quarterly report |
| 2025-12-08 | 8-K | Executive or director change · Shareholder vote |
| 2025-10-29 | 8-K | Results of operations (earnings) · Regulation FD disclosure · Financial statements and exhibits |
| 2025-10-29 | 10-Q | Quarterly report |
| 2025-10-21 | DEF 14A | DEF 14A |
| 2025-09-30 | 8-K | Executive or director change |