Bing partners with CBS Interactive in syndication deal

Microsoft has struck a syndication deal with CBS Interactive for the Bing search network.

The partnership makes Bing Ads the exclusive search provider for some CBS Interactive sites, including Findarticles.com, Searchnow.com, Store.com, and ZDsearch.com. Bing will also provide search solutions for properties like CNET.com, MySimon.com and Search.com. The deal includes traffic from all devices in Canada, France, Germany, Mexico, Spain, the United Kingdom and United States.

With 70 percent of search volume on the CBS Interactive portfolio coming from mobile devices, syndication could give Bing a bit of a stronger mobile story. Bing currently has less than 3 percent mobile market share in the US — well below Google’s more than 91 percent and behind Yahoo’s 5 percent share — according to Statista. CBS Interactive claims more than 300 monthly visitors across its sites.

“CBS Interactive will help us bring additional scale and opportunity to advertisers and marketers as we continue our mission to connect customers with publishers and audiences in ways that will maximize ROI for their marketing campaigns,” said Steve Sirich, General Manager of Bing Ads Marketing at Microsoft, in a statement.

“Partnering with Bing allows us to provide an enhanced search experience to deliver quality results and incremental value to both users and marketers alike,” said Shane McGilloway, Senior Vice President of Strategy & Development at CBS Interactive. “The Bing Network team delivers valuable insights, business intelligence and an enhanced platform for paid search advertising.”

Over the past two years, syndication deals have been a key focus for growing Bing market share. Bing has entered into deals with AOL, Yahoo, The Wall Street Journal, Apple’s Siri and Spotlight search, and Amazon Fire, among others.

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