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Bing Ads to Allow First-Party Data for Custom Audiences
Microsoft is to offer audience customisation to users of its Bing Ads service, allowing marketers to integrate their own firms' first-party data through a DMP.
Adobe will be the first partner for the Bing Ads Custom Audiences service, with others to follow soon, according to www.mediapost.com , at whose Search Insider Summit the news was revealed by Rob Wilk, VP, Head of North America Search at Microsoft Bing.
The launch complements existing remarketing and targeting products with Bing Ads, and means marketers can identify the searches and the individuals behind them to enhance targeting. 'We're starting to think about how we view audiences on top of our typical targeting parameters used today', says Wilk. DMP partners will add information such as subscription renewals, purchase history and lifetime value.
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