Microsoft advertising on full swing: how will the new enhancements supercharge advertisers?

Published: June 08, 2023

min read

Generative AI tools are changing the way people find information online, and no one can deny it.

Initially, even before the search engine giant Google made any counter-moves for that, the one who adopted this fast-growing technology was Microsoft, by integrating OpenAI’s Chatgpt into its search engine, Bing.

With $198 billion in revenues last year, the company saw only 6% of those come from advertising. Thus, to build out its revenue stream and compete with Alphabet on ad spend, Microsoft has made numerous collaborations in recent months, including its partnership with OpenAI, and introduced new features and capabilities to attract advertisers and users.

And, recently, in its June product roundup, Microsoft Advertising talked about several important updates and improvements. And the new tools and features are introduced with the goal of improving website performance analytics, enhancing cross-device tracking of conversions, increasing into new global markets, and integrating more seamlessly with other platforms.

Introduction of Universal Event Tracking (UET) insights:

It necessitate absolutely no extra coding and will improve the capacity of existing UET tags while providing advertisers with a more in-depth understanding of the performance of their website. It is planned to go live automatically on July 3.

Cross-Device Conversion Attribution Update:

Later this month, Microsoft Advertising will launch a cross-device attribution model.

Advertisers will be able to monitor and link customers' conversion journeys throughout multiple devices and sessions with this update.

While the update does not include any fresh functions or settings, advertisers could see a boost in conversions as a result of improved accuracy.

Expanding to New Markets

Microsoft Advertising announces the expansion of its advertising reach to 23 new markets as part of its 2022 expansion push.

Integration with Pinterest and Dynamic Remarketing

Now, the Pinterest Import is officially available through the Microsoft Audience Network (MSAN) in all markets. It will enable advertisers to import campaigns from Pinterest Ads.

Furthermore, dynamic remarketing on MSAN for Autos, Events, and Travel is now available in the United States, Canada, and the United Kingdom.

What does Microsoft’s new updates mean for advertisers?

While Generative AI is pushing the digital world for a new transformation on one end, the stringent regulatory measures in this landscape are holding up the speed and putting advertisers in a position to find new ways to find and reach their target audiences in a privacy-centric way.

In this regard, we believe Microsoft’s new features are a new door opened for advertisers and will provide them with enormous strength in a variety of ways.

As we have already discussed in detail the impacts of the introduction of Universal Event Tracking (UET) insights, now we delve deep into the implications of cross-device conversion attribution and expansion to new markets, as we believe these both are crucial for brands and advertisers.

Cross-device conversion attribution:

  • With cross-device attribution, advertisers will be able to get a more comprehensive understanding of the customer journey. This way, they can gain insights into customer interactions across multiple devices and touchpoints and, more importantly, identify the key touchpoints that contribute to conversions. As a result, advertisers will be able to create more personalized and relevant campaigns and improve conversion rates.
  • As advertisers can easily connect the dots between a user's actions on different devices with cross-device attribution, it will significantly help them deliver timely retargeting ads to customers. Through this personalized approach, advertisers are more likely to increase the chances of conversion and drive a higher ROI on retargeting campaigns.
  • With cross-device conversion attribution, advertisers can get a clear idea of the impact of different devices and channels on conversions. Through this understanding, marketers can make informed decisions regarding budgeting and campaign optimization and, as a result, drive better business outcomes.

Expansion to New Markets:

  • In simple words, expansion into new markets and locations means the addition of ad inventory for advertisers. Through this move by Microsoft, advertisers can see reduced competition for ad placements, which could potentially lower advertising costs.
  • As this new addition will enable advertisers to reach a larger audience base, advertisers can use it to tap into new customer segments and target demographics that are yet untapped. This way, they can expand the reach of the brand globally and connect with potential customers in the new regions.

Overall, in our opinion, the new features announced by Microsoft are nothing but a new opportunity for advertisers to sharpen their targeting and maximize campaign performance.

Just a reminder: Although Google is the most powerful player in the space, Microsoft still holds a lot more opportunity and is striving to make its platform beneficial for advertisers in many ways. So, the sooner, the better for advertisers.


Sarah Johnson

Sarah is an analytical marketing expert with a passion for data-driven insights. She has a keen eye for detail and a talent for turning complex information into actionable strategies. In her free time, she enjoys yoga, travel, and trying out new recipes in the kitchen.


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