BING (NYSE:BING) is planning to partner with Google to provide ad-free browsing in 2020, the company announced Wednesday.
The new partnership, which includes Bing, Amazon and other major online retailers, is part of the push to improve Google’s search and search-related services for consumers.
Google said in a blog post that the new partnership would also support Bing’s efforts to improve the advertising ecosystem, and help Bing improve the ads for its users.
Google said in the post that this partnership will also provide better user experiences with search, and that it would be able to scale Bing to more businesses in the future.
BING has long been an ad-heavy site and Google, in the past, has been wary of making such a big deal of its search and ad-buying capabilities.
Google’s ad-blocking policy, however, has had a significant impact on search and advertising.
Google also said it is developing new ad-serving capabilities to enable the integration of Bing with the other search partners, including Facebook and Twitter.
Google’s Bing ad-sales team has long worked with Bing to improve its ad-revenue numbers.
Bing’s share of online search ad revenue in 2016 reached $10.7 billion, according to a study by Ad Age, a research firm.