Microsoft Audience Network (MSAN): Premium Display Ads (2026)

Google Display Network (GDN): 2 million websites. 50% consist of accidental clicks on flashlight apps. Microsoft Audience Network (MSAN): Curated, owned & operated properties.

• MSN: Homepage takeover.
• Outlook: Mail inbox ads.
• Edge: New Tab Page feed.
• Netflix: Ad Tier.

In this "Mega-Authority" guide, we cover:

1. Format: Native Image Ads.
2. Intent Signals: Using Search data to power Display.
3. Exclusions: Protecting your brand.
4. Connected TV: The new frontier.

Part 1: Intent-Powered Display

This is MSAN's superpower. "Show this image ad to people who searched for 'Lawnmower' on Bing yesterday." It is Retargeting on Steroids.

• You capture the intent from Search.
• You fulfill it on Display (Visuals).

Part 2: Netflix & CTV

Microsoft is the exclusive partner for Netflix's ad tier. You can run video ads on MSAN that appear during Netflix shows.

• CPM: Higher ($25+).
• Brand Safety: Extreme. You are next to "Stranger Things," not a random blog.

Part 3: Controlling Placements

By default, Search Campaigns expand into Audience Network. THIS IS BAD. It messes up your Search CTR. Strategy:

1. Set "Search Campaign" audience bid adjustment to -100% (disable it).
2. Create a separate "Audience Campaign" to target MSAN.
3. Keep budgets separate.

Part 4: Publisher Reports

1. Go to Reports -> Publisher (Website).
2. Check for "msn.com", "outlook.live.com".
3. If you see low-quality generic sites, Exclude them at the account level.

Part 5: Summary & Checklist

Your Action Plan:

1. Launch a dedicated "Audience Campaign."
2. Target "Similar to Convertors" (Lookalike).
3. Target "Product Audiences" (Dynamic Retargeting).
4. Exclude MSAN from your Search Campaigns.

Quality over Quantity.