How do these platforms support integrations with other Microsoft Advertising products and features?

Great question! Third-party bid management platforms (like Skai, Marin, Search Ads 360, and others) are designed to seamlessly integrate with Microsoft Advertising's suite of products and features, making it easier for advertisers to unify their strategy, automate tasks, and drive better results.

Here's how these platforms support integrations with other Microsoft Advertising offerings:

🧠 1. Seamless API Integration with Microsoft Advertising
These platforms connect directly via Microsoft's Advertising API, giving them full access to:

Campaign, ad group, and keyword management

Bid strategies (manual, enhanced CPC, target CPA/ROAS)

Reporting and performance data

Budget and pacing tools

➡️ This enables near real-time syncing and automation across your campaigns.

📦 2. Integration with Microsoft Shopping Campaigns
For retail and e-commerce:

Third-party platforms can sync with Microsoft Merchant Center to pull product data feeds.

They help manage Microsoft Shopping Ads alongside Google Shopping from one place.

Some platforms even optimize bids at the product group or SKU level based on profitability or inventory.

➡️ Makes managing large catalogs much more efficient.

👥 3. Support for Microsoft Audience Network
Most top platforms now support the Microsoft Audience Network (MSAN):

Manage native ads placements across MSN, Outlook, and partner sites.

Optimize performance across both search and native from a unified interface.

Use audience targeting features like In-Market Audiences and LinkedIn Profile Targeting (available via Microsoft Ads).

➡️ Better control and visibility across the full Microsoft ecosystem.

📈 4. Universal Event Tracking (UET) Integration
Platforms integrate with Microsoft's UET tags to:

Track conversions and custom events on your site

Enable remarketing, audience segmentation, and goal-based bidding

Feed conversion data into smart bidding algorithms on the platform side

➡️ This powers precise bid automation and audience retargeting strategies.

📊 5. Access to Microsoft's Advanced Features
Third-party platforms support key Microsoft Ads features like:

Responsive Search Ads: Platforms let you upload multiple headlines and descriptions and monitor performance.

Ad Customizers: Create dynamic messaging based on device, audience, or location.

IF Functions: Deliver custom messages for different segments (e.g., new vs. returning users).

Experiments: Some platforms support A/B testing of different Microsoft Ads strategies within their interface.

➡️ Makes advanced Microsoft Ads functionality easier to scale and manage.

🧾 6. Cross-Platform Attribution & Budgeting
With Microsoft Ads included in the platform mix:

You can compare performance across Google Ads, Meta, TikTok, and Microsoft from one dashboard.

Allocate budgets dynamically across search engines based on real-time performance.

Track assisted conversions and customer journeys that start or end on Microsoft Ads.

➡️ Gives you a true omnichannel view with smarter budget decisions.

🔐 7. Privacy & Compliance Compatibility
Platforms are built to comply with Microsoft's policies and industry regulations:

Work with data privacy requirements like GDPR, HIPAA (for healthcare), or CCPA.

Support integration with Microsoft's consent tools or third-party CMPs (Consent Management Platforms).

➡️ Keeps your campaigns legally sound and data-responsible.