In mid-January, it was announced that search ads on Yahoo! would once again be served through the Bing Ads platform, which is expected to expand its reach by 10-15%.
What this means for marketers: By expanding their reach, Bing Ads strengthen their case to be utilized for more search campaigns as well as to increase spend on their current efforts. Previously, ads on Yahoo! search were served through their own platform as well as Bing and Google. While there may be little growth opportunity, gaining the market share of Yahoo! ads served through Google, in addition to the market share that Yahoo! served directly, is a win for Bing.
Bing is also seeing substantial growth from another search partner that they serve ads for, DuckDuckGo. In January 2019, DuckDuckGo reached 1 billion searches for the first time. That amount is likely to grow as the engine saw a 78% increase in search volume from this time last year. DuckDuckGo is known to be transparent with their data usage, making them an appealing alternative to those with concerns about data collection by Google. While Google has taken some major steps towards addressing this concern, DuckDuckGo has been able to capitalize on the situation. This helps Bing further increase their search market share and specifically gives them reach in an audience that they are not typically known for – young, tech savvy searchers.