Microsoft (Bing) Advertising - Audience


Microsoft Advertising or Bing Ads, provides a platform that you can use to reach millions of customers who use the Microsoft's search network. You can integrate Microsoft Advertising with Blueshift to syndicate Blueshift segments with Microsoft advertising so that you can run campaigns for your customers.


Blueshift partners with LiveRamp to syndicate matched audiences on Blueshift to Microsoft Advertising. This integration is available only to customers in the US at this time.

Identifiers for customer matching

Blueshift uses multikey matching for audience syndication with Microsoft Advertising. Blueshift sends the following identifiers for customer matching:

  • Email address
  • First and last name
  • Phone number
  • Address (location)
  • Mobile Device ID

Rate limit

The rate limit for this syndication is 1M customers per hour.


Before you can set up integration with Blueshift, you must have your Microsoft Advertising account set up.

Complete the following prerequisites before you set up integration in Blueshift:

  1. The following information is required for integration with Blueshift:
  2. Verify that you have authorization to sync in Microsoft Advertising Custom Audiences.
  3. Set up OAuth authorization in LiveRamp for Microsoft Advertising.

Email address linked to your Microsoft Advertising account

This is the email address that you use to log into Microsoft Ads.

For information about obtaining Microsoft Advertising credentials, see

Microsoft Advertising Customer ID

To get your Microsoft Advertising Customer ID, complete the following steps:

  1. Sign into the Microsoft Ads web application and click on the Campaigns tab.
    The web URL located in the address bar of your browser contains a cid key value in the query string that identifies your customer ID.
    For example:
  2. Or click the gear icon at the top right corner and go to the Accounts and Billing page.
    Your Customer ID is listed on the Accounts tab under the heading Customer.


Verify that your account is authorized

Your account must have the authorization to sync in Microsoft Advertising Custom Audiences from the LiveRamp Connect tool.

  1. Ensure that the user was created within the customer account which you are trying to sync into.
  2. Log into the Microsoft Ads web application and verify that your credentials have at least read/write privileges for the account which you are trying to sync into. If you have a viewer role, you will not be able to sync audiences.

For more information about roles, see

Set up OAuth authorization for Microsoft Advertising

You must set up OAuth authorization in LiveRamp before you can sync audiences. See the OAuth authorization for Bing section in the Managing OAuth connections in Liveramp documentation.

Set up integration

To set up integration, complete the following steps:

  1. Sign in to the Blueshift app, and click App Hub in the left navigation menu.
  2. Go to All Apps, search for, and select Microsoft Ads.
  3. You can also go to Advertising Apps and select Microsoft Ads.
  4. Click Configure to view all the configured adapters.
  5. Click +ADAPTER to add an adapter.
  6. Add a Name for the adapter.  If you have multiple adapters, the adapter name helps you to identify the integration.
  7. Provide the following details for integration:


    Field Description
    Customer ID Provide the Microsoft Advertising Customer ID.
    MSA Email Specify the email address that is linked to your Microsoft Advertising account. 
  8. Click Log in to Microsoft Ads.
  9. In the Authorization dialog that opens, click Allow to complete the integration.
  10. Click Save to add the adapter.

Next steps

After the integration is complete, set up the syndication. For more information, see Audience Syndications.


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