Stay Ahead of the Curve: Leverage Skai with the Microsoft Audience Network as Cookies Phase Out

The impending deprecation of third-party cookies is undoubtedly one of the biggest shifts in the history of digital advertising. As marketers continue to figure out how they are going to evolve in the Post-Cookie era, many will likely find safe haven within the closed ecosystems of giant “walled garden” publishers such as Google, Apple, Meta, and Microsoft. 

According to Gartner, “Ongoing data privacy disruptions and consumers’ accelerated adoption of digital channels are upending traditional ad placements. Digital marketing leaders should prepare by exploring how leading brands adapt ad efforts within the walled gardens.”

These platforms provide a more insulated and stable offering than most online publishers. This makes sophisticated marketing tasks such as targeting and performance optimization more accurate and in line with privacy laws.

The strategic advantage of MSAN in targeted advertising

The Microsoft Audience Network (MSAN) stands out as an advertising network that is focused on results and works well in this new environment. MSAN utilizes Microsoft’s rich consumer data from various sources, including search behavior on Bing, Microsoft services like Outlook and MSN, and other partner sites, to help advertisers target their audiences more effectively across the web.

Even though MSAN wasn’t made in response to cookie deprecation, it naturally fits the needs of marketers who want more advanced targeting options in a closed environment. 

Features of MSAN include:

Audience targeting. MSAN allows advertisers to reach their desired audience by using detailed targeting options based on user intent, interests, and demographics derived from Microsoft’s extensive data pool.

Brand safety. The platform is designed with brand safety in mind, ensuring that ads are displayed in a contextually relevant and safe environment, enhancing user experience and protecting the advertiser’s brand reputation.

Ad formats. MSAN supports various ad formats, including image, video, and feed-based ads (such as Product Ads), allowing advertisers to create engaging and visually appealing campaigns.

Cross-device reach. Advertisers can reach their audience across multiple devices, including desktops, tablets, and smartphones, ensuring wide coverage and consistent messaging.

Native advertising. MSAN ads are integrated naturally within the content of websites, offering a less intrusive ad experience that can lead to higher engagement rates than traditional display ads.

Performance and optimization. Leveraging Microsoft’s AI and machine learning technologies, MSAN provides insights and optimization tools to help advertisers improve their campaign performance and achieve a better return on investment (ROI).

Skai’s MSAN support helps marketers work smarter and drive performance

The partnership between Skai and the Microsoft Audience Network (MSAN) is a strong way to improve the performance of digital advertising campaigns. The Skai platform is made to work with MSAN’s features and adds a set of tools that make managing campaigns and improving their performance easier. Skai and MSAN’s partnership gives marketers the tools they need to make their advertising plans more effective.

Advanced audience targeting enables marketers to refine their strategies by leveraging comprehensive data, ensuring that MSAN campaigns reach the most relevant audience segments. Other benefits of Skai’s MSAN support include:

• Bulk campaign editing streamlines the management of MSAN initiatives, allowing for quick and efficient modifications across multiple campaigns, saving both time and effort.
• Dynamic analysis and automated reporting provide actionable insights into campaign performance, with customizable reports tailored to meet specific business objectives.
• Intelligent optimization through AI and rule-based algorithms automatically adjusts bids and placements, enhancing campaign effectiveness and maximizing marketing performance.
• Customizable alerts keep advertisers informed of campaign progress, enabling swift responses to critical developments and ensuring that opportunities for optimization are never missed.

Use Skai to get the most out of your MSAN program

By the end of 2024, media plans will likely look much different than they did in years past. With the impending deprecation of third-party cookies, marketers will have to rely on a different media mix than they are used to, which includes more of the budget spent with closed ecosystems less impacted by this industry shift like the Microsoft Audience Network. 

Integrating Skai’s capabilities with the Microsoft Audience Network (MSAN) offers advertisers a more efficient workflow, leading to improved marketing outcomes. This collaboration emphasizes practicality and effectiveness, removing unnecessary complexities from digital advertising efforts.

For more information on how Skai can help take your Microsoft Advertising programs to the next level, we invite you to schedule a brief demo to see our cutting-edge innovation first-hand.