Microsoft will continue to serve search ads on the social network

Feb 8, 2010 10:03 GMT  ·  By

In a move which Microsoft described as the enhancement of the collaboration with Facebook, the social network will now be solely responsible for the display advertising served to its users, but also that the actual Bing integration and search experience would evolve. The agreement between the two companies announced at the end of the past week represents the latest step in the duo’s partnership which was kicked off in 2007 when Microsoft invested $240 million in Facebook. Two years back, the Redmond company became the exclusive search and advertising provider for the social network. Jon Tinter, Bing general manager, revealed that the new deal represented a step up in the duo’s collaboration.

“We have deepened our joint work together on web search to provide even more compelling experiences to Facebook users with Bing. As part of this expanded cooperation in search, our two companies will soon provide Facebook users with a more complete search experience by providing full access to great Bing features beyond a set of links, including richer answers combined with tools that help customers make faster, smarter decisions,” Tinter said. “Second, we are extending our cooperation outside the US, bringing the Bing-Facebook search integration to the more than 400 million people using Facebook around the world.”

Per the agreement, Facebook will be responsible for selling display advertisements to users of its social network. Tinter explained that the decision was mutual, and that Microsoft agreed to having no control over the ads displayed on Facebook. At the same time, advertising from the Redmond company will also be offered through Facebook, via Bing.

“We have been working together on advertising for a long time, creating the best experience for Facebook users and advertisers. Given the kinds of advertisements that make sense within a product as unique as Facebook, it just made more sense for them to take the lead on this part of their advertising strategy. MS will continue to provide search advertisements to Facebook,” Tinter said.

Moving forward, Bing will continue to be the exclusive search engine for Facebook. Tinter promised that Facebook users would start seeing the changes announced with the agreement in the coming weeks and months, but failed to deliver a specific deadline.

“This change will also enable Microsoft to continue its focus on driving strong performing campaigns across our own social media and communications tools, including Windows Live Messenger and Hotmail, and via rich content environments across MSN and Xbox Live,” Tinter added. “This is an exciting time for us as we continue to work with Facebook on great new experiences for customers.”