1) Bing Intent Ads are now called Microsoft Audience Ads
2) Microsoft Audience Ads is a native advertising solution optimized for search advertisers. This feature enables advertisers to get additional high-quality traffic from non-search placements. Microsoft Audience Ads experiences, such as ads placed within articles, are engaging for users, integrate naturally into page content, and deliver visually rich ads for advertisers. Microsoft Audience Ads campaigns are easy to set up, maintain, and optimize because they are fully integrated with existing Bing Ads' workflows.
AdSense ads are usually run as Display ads (on the advertiser's end) (though not always, the line between GSN and Search Partners can be blurry)
MAAs are native ads derived from Search Campaigns (on the advertiser's end)
See "Where will my ads appear" here:
[
help.bingads.microsoft.com...]
Good article here:
[
searchenginejournal.com...]
So it's more like Native Ads + RLSAs that are shown in places that are not directly Search.
AdSense ads, on the Publisher side, use Audiences, but behave more like classic Display.
There is a very broad and diverse spectrum, from Search on one end to Display on the other end.
Search has high ROI, less reach, high DR impact.
Display has low ROI, very high reach, low DR impact.
In between these two extremes, are a ton of options.
Your results as an Advertiser on MAAs should have higher ROI and less Reach than AdSense.
As a Publisher, you're going to have to be large, semi-transparent, and subject to quality guidelines to show MAAs, if at all.
I made some broad generalizations here, your specifics will, of course, vary wildly.
:-)
