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It appears Microsoft is rebranding its search alliance as the "Yahoo Bing Network" and its adCenter advertising platform as "Bing Ads."
The hiring of Frank Holland comes a day after Yahoo rips the performance of Microsoft's adCenter technology.
The two companies say the move to combine advertisers on Microsoft's AdCenter tool is on track to be completed by the end of October.
The software giant's AdCenter hasn't produced the revenue per search that Yahoo expected when it signed a 2009 search deal. So Microsoft has extended the deal another year.
Redmond's AdCenter is now powering paid search results for Yahoo and its partners in the U.S. and Canada. Next up, the shift for mobile and international sites.
Startup Labs will be an effort under Ray Ozzie, joining others including Live Labs, adCenter Labs, and Office Labs.
Microsoft and Yahoo are extending the revenue-per-search guarantee piece of their search partnership by another year.
The Web giant's revenue comes in below analyst expectations, in part because of a sales staff reorganization that generated higher-than-expected turnover and left the company short-staffed to sell premium ads.
Software maker is discontinuing the beta of a tool that would have competed with Google Analytics, Omniture, and others.
Company announces consortium of Web publishers to guide its design the next incarnation of Microsoft's online publishing platform