September 20, 2023 – Microsoft and AOL today announced a partnership that will make Bing the default search engine on AOL’s websites, including desktop and mobile. The agreement, which is effective immediately, will give Bing access to AOL’s large user base and advertising inventory.
“This partnership will give advertisers and publishers new opportunities to reach consumers,” said Microsoft. “Bing Ads products will now be available on AOL’s search traffic websites, giving marketers more ways to connect with consumers.”
The partnership is expected to significantly increase Bing’s market share in the United States. As of today, Bing has a 10% market share in the United States. With the addition of AOL’s users, Bing will account for one-third of the US PC web search market.
Analysts say the partnership will give Bing the following advantages:
- Increased reach: AOL has a large user base, which will give Bing access to more potential users.
- Increased revenue: AOL’s websites generate a large amount of advertising traffic, which will give Bing a new source of revenue.
- Enhanced competitiveness: With AOL’s support, Bing will become a more formidable competitor to Google in the US market.
However, the partnership also faces some challenges, such as:
- Technology integration: AOL and Bing’s technical architectures differ, which will require integration.
- User attraction: Bing will need to improve its search quality and user experience to attract users.
Overall, the Microsoft-AOL partnership is a major strategic move for Bing in the US market. It is expected to significantly boost Bing’s market share and competitiveness.
Here are some additional details that could be included in the news release:
- The specific terms of the agreement, such as the duration and the revenue sharing arrangement.
- The impact of the partnership on Bing’s advertising business.
- The reaction of Google and other competitors to the partnership.
