Microsoft Advertising, formerly BingAds, is a service that provides pay per click advertising on Yahoo, Bing and other digital channels like MSN, Outlook.com, Skype, Windows 8, Xbox. Furthermore it offers display advertising products that include ads in apps, Xbox, network and exchange, video, mobile, audiences, multi-screen, rich media, and display ad targeting.

Apple Search Ads is an acquisition channel that connects advertisers (App Developers) with their target audience. To appear when a user enters a particular keyword in the Apple App Store, marketers need to place a bid on the keyword to share their app with users that have a proven interest in specific terms.