The ads are available for iOS and Android apps.
Bing Ads has launched a test for app install ads in the US.
The search ads link directly to an app’s download page on either Apple’s App Store or Google Play, store depending on the device the user is on. 
During the pilot, app install ads are available in the web interface, for Bulk Upload and in the API, but not Bing Ads Editor. In the interface, an App install ad option is available in the ad type field to create new ads for those participating in the pilot.
To track installs from these ads, app developers will need to set up tracking with one of Bing’s certified partners: Appsflyer, Kochava, Tune and Apsalar.
To sign up for the test, apply online or contact your account team.