With the new update, Microsoft plans to help publishers' attract more customers with greater efficiency and cost savings.
The first and key feature that appeared in the update is Predictive Targeting. The new advertising tool operates on AI basis. This option uses machine learning to automatically identify and target new audiences to increase conversions, helping the web save time and improve campaign performance.
The second feature for RSA - is the ability to set up complex targeting depending on the device and various audience segments.
In addition, DSA ads also has the ability to use AI to auto-create visually attractive posts that are optimized to work with the content of user's site. Plus, the Report system is now open source. The stat will start using AI to calculate the actual contribution of each ad interaction to a conversion.
Microsoft Advertising also boosted its dashboard with universal event tracking tags for more efficient tracking and analysis of the tag by various parameters.
Separately, Microsoft Ads is ending support for several deprecated features in Keywords Planner, including various service operations and the product category feature.
Thus, we see Microsoft's latest updates highlighting their desire to create a more efficient and competitive platform for publishers.