The rebrand emphasizes a focus on personalization and AI. “In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business,” Rik van der Kooi, corporate VP for Microsoft Advertising, said in a blog post Monday.

It’s a bit of a back to the future move with a return to using the broader (and resurgent) Microsoft branding to signal offerings that extend beyond search inventory and search data.

Related: The evolution of Microsoft Advertising