Microsoft announced Oct. 19 that health insurers would be able to use its vertical-specific advertising, which is limited to certain industries.
Previously, the opportunity was only available to travel, automotive and credit card companies, but the door has now been opened to health insurers, according to the announcement.
Microsoft Advertising reported in July that 2021's open enrollment period is poised for record-setting enrollment based on growth in searches. Specifically, users were looking for non-brand and Medicare Advantage results.
The new advertising offerings allow insurers to run ads alongside generic Medicare search results for the first time on Microsoft Bing.