Bing adds CBS Interactive to roster of syndication partners

Microsoft has partnered with CBS Interactive in a syndication deal 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 the United States.

“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.

Growing mobile reach has been a priority for Bing — it currently holds less than three percent mobile market share in the US, according to Statista —  and this deal is aimed at helping to offer advertisers access to more mobile volume. Seventy percent of search volume on the CBS Interactive portfolio of sites comes from mobile devices. CBS Interactive claims more than 300 monthly visitors across its sites.

“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.”

In addition to Windows 10, Bing executives have looked to syndication as a way to grow Bing’s market share. The search engine has syndication deals with AOL, Yahoo, The Wall Street Journal, Apple’s Siri and Spotlight search and Amazon Fire, among others.