2012, adCenter was renamed to Bing Ads, and the Search Alliance was renamed the Yahoo! Bing Network. In April 2015, the Yahoo! partnership was modified; Yahoo! Search will only have to feature Bing results on the "majority" of desktop traffic, leaving the company open to "enhance the search experience" non-exclusively on both desktop and mobile. Additionally, Microsoft will take over as the exclusive seller of ads delivered through Bing; Yahoo! will sell its own ads through its new in-house Gemini platform. On June 29, 2015, AOL Inc. announced a deal and partnership to take over the majority of Microsoft's ad sales business. Under the pact, AOL will take over the sale of display, video, and mobile ads on various Microsoft platforms in nine countries, including Brazil, Canada, the United States, and the United Kingdom. As many as 1200 Microsoft employees involved with the business will be transferred to AOL. In turn, AOL's properties will replace Google Search with Bing, and display Bing Ads sold by Microsoft. In May 2018, Bing Ads released additional productivity and time-saving tools for users managing their campaigns via Bing Ads Editor. On April 30, 2019, Bing Ads was re-branded to Microsoft Ads. On August 5, 2019, Microsoft acquired PromoteIQ, a leading provider of vendor marketing technology to online retailers and brands. On December 21, 2021, Microsoft announced that plans to acquire Xandr from AT&T. Six months later, Microsoft disclosed that the acquisition has been completed. Technology Similar to Google Ads, Microsoft Ads uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. This system encourages advertisers to write effective ads and to advertise only on searches which are relevant to their advertisement. Microsoft Ads allows advertisers to target their ads by restricting their ads to a given set of demographics and by increasing their bids whenever the ad is seen by a user of a certain demographic. As of November 2006, no other PPC advertising system has a similar feature. Similarly, Microsoft Ads allows advertisers to run their ads on specific days of the week or certain times of day. Similar to Google Ads Editor, Microsoft Ads provides a desktop tool to manage campaigns offline, called as Microsoft Ads Editor. Using this editor you can make offline changes to your campaigns and later sync