Microsoft's Bing Isn't Such a Failure After All

Bing, at one time the Internet's favorite punchline, no longer sounds like such a joke. Six years after Microsoft launched Bing and lost billions of dollars in a long-shot attempt to take on Google, Microsoft appears to be nearing a significant milestone: the Bing search engine is no longer bleeding cash. Rik van der Kooi, a VP at Microsoft handling advertiser and publisher solutions, teased the newfound viability of the Bing division during an interview with Marketing Land this week. He said, "It’s a multibillion dollar business, and it does pay for itself right now." That remark was enough for multiple publications to declare that Bing is now a "self-sustaining business." That may be broadly true, but Bing may not be profitable just yet.



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