Bing announced a name change for its Microsoft adCenter, the tool advertisers use to manage their search-based ads on the Yahoo!/Bing Network. But if you've been following adCenter changes the past six months, you know that it's much more than a name change alone. 

In the official announcement, Bing touted several new features which should indicate that not only is it ready for prime time, but that it has its sights set clearly on Google and is singularly focused on providing a better experience for those managing ad campaigns on the network.

In the past few months, Bing’s list of improvements is impressive and include a new Web interface, improved ad rotation controls, and agency enablement tools for those managing multiple accounts.
The Yahoo! Bing Network is comprised of 151 million unique searchers in the U.S. who are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers in the U.S.*.

* Source: US, comScore Core Search (custom), June 2012