Integration: Bing Ads and AdFixus

Learn how to integrate AdFixus Identity Platform with Bing Ads

Bing Ads, now known as Microsoft Advertising, is a pay-per-click (PPC) advertising platform developed by Microsoft. Similar to Google Ads, it allows advertisers to create and manage ads that appear on the Bing search engine and its partner networks, including Yahoo and AOL.

Through Microsoft Advertising, advertisers can create various types of ads, including text ads, shopping ads, and display ads, targeting specific audiences based on factors like keywords, demographics, location, device type, and more. Advertisers bid on keywords, and their ads appear in search results when users search for those keywords.

The platform provides tools for managing ad campaigns, setting budgets, adjusting bids, and monitoring performance through various metrics such as clicks, impressions, conversions, and return on ad spend. Microsoft Advertising offers an alternative platform for businesses to reach a diverse audience across the Bing search engine and its affiliated networks.

Why you should integrate Bing Ads with AdFixus:

  1. Extend your audience addressability – the AdFixus ID provides a highly addressable identifier to your Bing Ads environment by persisting a common cross-domain identifier for unauthenticated traffic.  
  1. Improve measurement – event tracking used for reporting will utilise the AdFixus ID as a common denominator to provide an accurate understanding of both unauthenticated and authenticated users across your domains.
  1. Increase efficiencies across ad yields – over time, connecting your consistent ID will enable the optimising engine to grow and understand your returning customers and better target these individuals as they engage with your platform and the Bing Ads platform.

Our hypothesis is that this will result in a 15-20% improvement – we are looking for a partner to test and prove this hypothesis, please get in touch.

How can I integrate Bing Ads with the AdFixus platform  

Microsoft Ads do not explicitly document a method to override their default auto-generated cookie IDs and user IDs. However, they do provide a documented method to send hashed PII for "enhanced conversions".

  1. Override the auto-generated Microsoft Ads IDs with the AdFixus ID. A list of IDs used by Microsoft Ads is documented here.
  1. Evaluate using the AdFixus ID directly or indirectly to augment the MS click ID ("MSCLKID"). This is documented here and here.
  1. Test using AdFixus ID as a UID parameter passed in for "enhanced conversions".  

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