In 2022, then-Microsoft Ads leader Rob Wilk vowed to double its revenue to $20 billion, and the combined search and LinkedIn advertising business was generating over $20 billion in annual revenue by spring 2025. Wilk had left for Yahoo, and Kya Sainsbury-Carter shepherded Microsoft Advertising through that milestone before leaving in May. The entire Microsoft Advertising business was reorganized under SVP Matt Derella, who had led LinkedIn’s global ad sales for over a year. Although the go-to-market leadership across Microsoft Advertising and LinkedIn Ads is now unified under Derella, they are not merged and will continue to run separately. Derella told ADWEEK the unified leadership will help identify capabilities or best practices from Microsoft Ads that strengthen LinkedIn Ads, and vice versa. He noted the opportunity is to go to market more cohesively, showing up like a top-five global ads business. Derella cited the CTV business, less than two years old, where LinkedIn partnered with the adtech stack Microsoft Monetize, making it easier for customers to buy through partnerships with Google, The Trade Desk, and Amazon. He stated Microsoft leans more like B2C, while LinkedIn is almost the inverse.