Earlier this month, Bing’s Stephen Sirich announced the Yahoo! Bing Network is no more. The two companies are going (mostly) solo once again and means it’s time to say hello to the new Bing Network.

But in the messy world of search network relationships what does this latest breakup mean for advertisers? The Yahoo! Bing Network may be a thing of the past but life for advertisers must go on and Bing has its eyes on a bigger role for the future.

Bing sets out for a future on its own

Following the renegotiated search deal between Bing and Yahoo Last April, the two firms will be going it alone from here. Bing Ads will continue to serve on a large percentage of Yahoo search results, but that’s where the distanced relationship now ends.

One of the biggest changes from this will be going on behind the scenes. Yahoo used to handle account management for premium account holders – the high spenders and big brands – for both search providers, but Bing will be taking on this responsibility for its own customers again.

In terms of what you’ll notice as an advertiser in the near future, that just about sums it up. But the move is part of Bing’s look ahead at the future; the bigger picture. And it’s a pretty big picture the firm has in mind too.

The great Bing expansion

Bing has been the search underdog since it came onto the scene in 2009 and that’s not going to change in a hurry. The firm is working hard to carve its own place in the search market, though, and its making slow, but steady progress. And Bing thinks it finally knows where its future success will come from:

“As a company, our unique ability to power the operating systems we use every day – from PCs, tablets and phones to consoles, cars and the Internet of Things – gives us the opportunity to put Bing truly everywhere.” – Stephen Sirich.

As Sirich mentions, Bing is investing all of its efforts into expanding its reach across the platforms people use every day. What platforms can people possibly use more than Google would be the obvious question. Well how about a bulky combination of Apple, Facebook, Siri, Amazon and a range of other Microsoft properties, including Xbox, Cortana and Windows.

It’s no coincidence this reach covers the search functions of Google’s biggest rivals. And in terms of everyday operating systems, you couldn’t ask for much more then Apple, Facebook and (perhaps to a lesser extent) Windows.

Now is not the time to bet against Bing

While none of us will be holding our breath for Bing dominance in the search industry anytime soon, the firm has finally carved a workable space in the market for itself. Meanwhile, Google is stretched between multiple battles against Facebook, Apple and, of course, Bing.

The danger for Google is that, between fighting for its online advertising crown and share of the mobile market, its focus on search could suffer. We’ve already seen signs of this, even if it hasn’t been enough to send Google users on a mass exodus over to Bing. That exodus may never happen either, but as Bing Search continues to crop up in more places (often without users realising) it may never need to happen for Bing Ads to become a genuine Google rival.