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Microsoft Audience Ads expansion and other updates for January

January 11, 2022
A man sits at a table while working on a Microsoft tablet with a Surface Pen.

Welcome to 2022’s first edition of the Microsoft Advertising product roundup. Normally you’d find this post on the first Tuesday of the month, but we’re on the second Tuesday just for this January.

Since our last post in December, we recapped Black Friday and Cyber Monday, announced new Marketing with Purpose attributes, and posted summaries about 2021 success stories, retail trends, and top 3 features. Oh, did we mention we also entered an agreement to acquire Xandr?

There’s lots of goodness to check out in those posts, but let’s do a brief rundown of what’s new in the Microsoft Advertising platform and what you can look forward to this month.

This month’s top story: Microsoft Audience Network market expansion

Microsoft Audience Ads, our native advertising solution, is available to all customers in Argentina, Austria, Belgium, Brazil, Chile, Colombia, Denmark, Finland, Ireland, Italy, Mexico, Netherlands, Norway, Peru, Spain, Sweden, Switzerland, and Venezuela, as well as the United States, Canada, the United Kingdom, Australia, New Zealand, France, and Germany – with additional markets coming soon.

The other news here is that marketers are also now able to serve Audience Ads in French Canada. To stay connected with all your Canadian customers, be sure to create your ads in both French and English.

Examples of Microsoft Audience Ads on tablet, desktop and mobile.

The Microsoft Audience Network connects you to millions of people across devices via high-quality, brand-safe native ad placements, including MSN, Microsoft Edge,, and select partners.

Similar Audiences and in-market audience market expansions

We announced the rollout of Similar Audiences in our June 2021 product roundup, and we’re excited to share that they’re now available in open beta for the following markets: UK, AU, IN, NZ, ID, MY, PH, SG, TH, and VN. With Similar Audiences, you can have an easy and efficient way to engage with qualified prospective customers who are similar to those in your remarketing lists.

Additionally, in-market audiences have expanded into Latin American markets, with more segments added as well. For a complete list of the in-market audience categories available, check out this file.

Customer Match: Removal of minimum spend requirements

As of last month, marketers are no longer required to spend a minimum amount of money before they’re eligible to use Customer Match targeting (email match). This change makes it possible for more of you to use this feature that plays an important role in moving into the cookieless world.

With Customer Match, you can use the email addresses your customers have shared to reengage with them across the Microsoft Search Network and Microsoft Audience Network. It’s available in all markets except the European Union, United Kingdom, and China. Learn more about Customer Match here.

Shopping campaigns reporting enhancements for Products tab

If you’re running Shopping Campaigns, you can now understand the performance of your products with two new enhancements: Performance and Conversions. For Performance, you can look at metrics such as Clicks, Impressions, Average CPC, Average CPM, and Spend. For Conversions, you can see Revenue, Return on Ad Spend, and All Conversions. We have also improved functionality on the grid of the Products tab itself. All these improvements are being rolled out to all our customers throughout the month of January, so make sure to check out this updated tab!

Snapshot of the enhancements in the grid of the Products tab in Shopping Campaigns.

Filtered total, Deleted items total, and Overall total rows are now available at the bottom of the grid.

That’s all we have for this brief update, but we’ll be back on our regular schedule of the first Tuesday of every month on February 1. We hope to share more exciting updates with you then, but in the meantime, we hope you all have a safe and pleasant start to your 2022. Happy new year!

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  • Kevin Salat


    Kevin Salat

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