Bing feed (Microsoft Advertising syndication)

The Bing feed is Microsoft's counterpart to the Google feed. Advertisers buy search ads in Microsoft Advertising, and Microsoft distributes them beyond Bing to syndicated partner sites. Publishers and feed providers in that programme earn a share of each click.

Advertisers choose their exposure with an ad distribution setting: the entire Microsoft Advertising Network, which includes partner traffic, or Microsoft sites plus selected traffic only. They can run a publisher website report to see which syndicated sites showed their ads and exclude individual ones.

Microsoft has repeatedly tightened the supply side. In June 2024 Perion, then a major partner, disclosed that Microsoft Bing had excluded a number of publishers from its search distribution marketplace, following pricing changes earlier that year, and said Bing would fall below 5% of its revenue in the second half of 2024. In November 2025 Microsoft's ads liaison said third-party publishers must install Microsoft Clarity, its behaviour analytics tool, and that traffic from pages without it would be filtered as non-billable.

The lesson for operators is that a Bing feed is useful for diversification but carries the same platform risk as any other.

Think of it like this

If the Google feed is the biggest wholesaler in town, the Bing feed is the second: fewer goods on the shelf, different terms, and worth having so that you are not dependent on one supplier.