Microsoft Advertising (formerly Bing Ads, Microsoft adCenter and MSN adCenter) is an online advertising platform developed by Microsoft that provides pay per click advertising on the Bing, Yahoo!, and DuckDuckGo search engines, as well as on other websites, mobile apps, and videos. In 2021, Microsoft Advertising surpassed US$10 billion in annual revenue. History Microsoft was the last of the "big three" search engines (which also includes Google and Yahoo!) to develop its own system for delivering pay per click (PPC) ads. Until the beginning of 2006, all of the ads displayed on the MSN Search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!'s ads on its search engine. As search marketing grew, Microsoft began developing its own system, MSN adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN Search (now Bing) showed Yahoo! and adCenter advertising in its search results. Microsoft effort to create AdCenter was led by Tarek Najm, then general manager of the MSN division of Microsoft. In June 2006, the contract between Yahoo! and Microsoft had expired and Microsoft was displaying only ads from adCenter until 2010. In November 2006 Microsoft acquired Deep Metrix, a company situated in Gatineau, Canada, that created web-analytics software. Microsoft has built new product adCenter Analytics based on the acquired technology. In October, 2007 the beta version of Microsoft Project Gatineau was released to a limited number of participants. In May 2007, Microsoft agreed to purchase the digital marketing solutions parent company, aQuantive, for roughly $6 billion. Microsoft later resold Atlas, a key piece of the aQuantive acquisition, to Facebook in 2013. Microsoft acquired ScreenTonic on May 3, 2007, AdECN on July 26, 2007, and YaData on February 27, 2008, and merged their technologies into adCenter. On February 23, 2009, Publisher Leadership Council was created under the umbrella of Microsoft Advertising. The council was responsible to deliver the next-generation advertising platform for the publishers of digital media resulting in the formation of Microsoft pubCenter. In January 2010, Microsoft announced a deal in which it would take over the functional operation of Yahoo! Search, and set up a joint venture to sell advertising on both Yahoo! Search and Bing known as the Microsoft Search Alliance. A complete transition of all Yahoo! sponsored ad clients to Microsoft adCenter occurred in October 2010. On September 10,