How do these platforms ensure compatibility with different versions of Bing Ads and Microsoft Advertising?

Third-party bid management platforms ensure compatibility with different versions of Bing Ads (now part of Microsoft Advertising) by implementing several strategies and practices that enable them to handle updates, changes, and new features introduced by the platform. Here's how these platforms ensure smooth compatibility:

1. API Integration and Updates
Continuous API Integration: Third-party platforms often integrate directly with Bing Ads' (Microsoft Advertising) API to automate the process of bid management, campaign optimization, and reporting. Since Microsoft frequently updates its advertising platform, including changes to API functionality, third-party platforms maintain close relationships with Microsoft to ensure that they stay up to date with API modifications.

API Version Management: To ensure backward compatibility with older versions, third-party platforms support multiple API versions. This means they can manage ads, keywords, and campaigns using older API versions, even as Microsoft introduces new functionalities with updated APIs. The platforms will test their systems against the latest API versions while still supporting legacy versions for advertisers who may not have transitioned to the latest version.

Automatic Updates for New Features: When Microsoft Advertising releases new features or enhancements, such as changes to the bidding strategies, ad formats, or reporting capabilities, third-party platforms typically implement automatic updates to incorporate those changes. This ensures that advertisers using the platform can access new features without requiring manual intervention.

2. Backward Compatibility
Support for Legacy Features: Many advertisers may still be using older versions of Microsoft Advertising or Bing Ads. To accommodate these users, third-party platforms maintain backward compatibility by supporting legacy features like manual bidding, standard text ads, or older reporting structures that may have been phased out in newer versions.

Adaptation to Interface Changes: As Microsoft Advertising periodically updates its user interface and workflow, third-party platforms also update their own interfaces to reflect these changes, ensuring a consistent experience for advertisers. This helps avoid any confusion or issues when managing campaigns across both platforms.

3. Frequent Testing and Quality Assurance
Ongoing Testing: Third-party platforms conduct rigorous testing to ensure that their integrations with Microsoft Advertising (Bing Ads) remain functional as new versions and updates are released. They test for bugs, compatibility issues, and any disruptions to features like bid management, reporting, and campaign optimization.

Simulated Environments: Before deploying updates, many third-party platforms will test their features in simulated environments that replicate various versions of Microsoft Advertising. This allows them to catch potential issues before they affect live campaigns.

Beta Program Participation: Some third-party platforms also participate in beta testing programs hosted by Microsoft. This allows them to gain early access to new features or changes in Microsoft Advertising, which they can then implement and adapt within their own systems ahead of public releases.

4. Customizable Integrations
Flexible Configuration Options: Third-party platforms often provide customizable integration options for advertisers. These may include the ability to select specific versions of features or workflows they wish to use in their Microsoft Advertising campaigns, ensuring compatibility even if advertisers are using different versions of the platform.

Version-Specific Support: In some cases, third-party platforms allow advertisers to configure the integration based on their version of Bing Ads (or Microsoft Advertising). This helps ensure compatibility with specific features that might not be available or might function differently across various versions of the advertising platform.

5. Regular Sync with Microsoft Advertising Updates
Partnership with Microsoft: Many third-party platforms maintain an active partnership with Microsoft to ensure they receive updates about new features, API changes, and platform modifications. These partnerships enable third-party platforms to stay ahead of updates and to implement them quickly to maintain compatibility.

Scheduled Syncs: These platforms also run regular syncs with Microsoft Advertising to retrieve the latest data and configuration settings, ensuring that campaigns are always aligned with the most current version of the platform.

6. Documentation and Release Notes
Release Notes: Third-party platforms typically provide detailed release notes that outline any changes or enhancements made to their integration with Bing Ads/Microsoft Advertising. This helps advertisers stay informed about any new features, fixes, or adjustments related to the platform's versioning.

Comprehensive Documentation: Platforms also maintain detailed documentation on the setup, configuration, and troubleshooting processes related to the integration with Microsoft Advertising. This documentation helps users stay informed about any compatibility issues, especially when updates or changes are made.

7. Custom Workflows for Upgrading
Smooth Upgrades: As Microsoft Advertising introduces new versions or significant updates to its platform, third-party bid management platforms often provide smooth upgrade paths for their users. This ensures that there are no disruptions in ongoing campaigns when transitioning between versions of Microsoft Advertising.

Version Transition Assistance: For advertisers migrating from older versions of Bing Ads to the latest version of Microsoft Advertising, many third-party platforms offer migration tools or support teams to help facilitate the transition. This includes ensuring that all campaign settings, targeting, and tracking are maintained without disruption during the upgrade process.

8. User Training and Support
Training Resources: To ensure that advertisers can adapt to any changes in Bing Ads (Microsoft Advertising), third-party platforms often provide training resources, webinars, or tutorials focused on how to use the latest features and optimize campaigns in the updated environment.

Customer Support: These platforms offer dedicated support to assist users with any compatibility issues they might face when using Microsoft Advertising. Support teams are trained to address version-specific problems and help advertisers get the most out of their campaigns.

9. API Deprecation Management
Handling Deprecations: When Microsoft Advertising deprecates old API versions or features, third-party platforms proactively update their systems to ensure continued compatibility. They communicate these changes to their users and guide them through any necessary changes in campaign setup, bid management, or reporting to accommodate these deprecations.

Conclusion:
Third-party bid management platforms ensure compatibility with different versions of Bing Ads (Microsoft Advertising) through continuous API updates, testing, backward compatibility support, and close collaboration with Microsoft. They also provide tools and resources that allow advertisers to seamlessly transition between versions, ensuring that their campaigns remain optimized, functional, and aligned with the latest features of Microsoft Advertising. This helps advertisers maintain a smooth experience and maximize their campaign performance across multiple versions of the platform.