Bing is testing custom audience targeting for advertisers. The feature is currently in the beta stage of testing and also allows brands to use their CRM, purchase history and subscription data files to target custom audiences. A spokesperson from Microsoft has said that it is “the first time [that] Microsoft and Bing Ads will allow clients to import their data into Bing's search engine”. The largest benefit of the system is the fact that search parameters can now be set using addressable data, instead of just keywords and budget restrictions. Microsoft has also developed a partnership with Adobe for the project, meaning that users of the system will have to upload their data using Adobe's DMP, apparently because of predicted high demand. Microsoft added that this will affect multiple search features beyond Bing, because of the fact that “Bing powers Siri, Spotlight for Apple, and…searches on Amazon Kindle”.