Bing Ups Microsoft and Google

SAN FRANCISCO -
Microsoft Corp.’s souped-up Internet search engine gained a little more ground on industry leaders Google Inc. and Yahoo Inc. in July, according to data released late Monday.

Despite the progress, Microsoft’s search engine still remains a distant third in the United States — the main reason that the world’s largest software maker plans to team up with Sunnyvale, Calif.-based Yahoo next year.

By working together in online search, Microsoft and Yahoo are betting that they can pose a more serious threat to Google in the most lucrative part of the Internet advertising market.

Microsoft’s search engine — renamed Bing as part of a June overhaul — ended July with a 8.9 percent share in the United States, up from 8.4 percent in the previous month, according tocomScore Inc. Just before Bing’s debut, Microsoft’s search market share stood at 8 percent.

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