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Microsoft Ads Customer Match connection microsoft-ads-customer-match-destination
Overview overview
Use the Microsoft Ads Customer Match destination to match customers by email address and reengage with them across the Microsoft Advertising Network, including Search and Audience ads. Link your Microsoft Advertising account to Real-Time CDP to automate customer match list creation and management directly from Experience Platform.
Use cases use-cases
To help you better understand how and when to use the Microsoft Ads Customer Match destination, here are sample use cases that Adobe Experience Platform customers can solve by using this feature.
Retarget existing customers with personalized offers use-case-1
An e-commerce brand wants to reach existing customers through Microsoft Search and Microsoft Audience Network to personalize offers based on their past purchases and browsing history. The brand can ingest email addresses from their own CRM into Experience Platform, build audiences from their own offline data, and send these audiences to Microsoft Ads Customer Match to be used across search and audience ads, optimizing their advertising spending.
Promote new products to existing customers use-case-2
A technology company launched a new product and wants to drive awareness among customers who previously purchased related products. They upload email addresses from their CRM database into Experience Platform, using the email addresses as identifiers. Audiences are created based on customers who own related products. Those audiences are sent to Microsoft Ads Customer Match, so the company can target current customers and similar customers across the Microsoft Advertising Network.
Supported identities supported-identities
Microsoft Ads Customer Match supports the activation of identities described in the table below. Learn more about identities.
emailSupported audiences supported-audiences
This section describes which types of audiences you can export to this destination.
This category includes all audience origins outside of audiences generated through the Segmentation Service. Read about the various audience origins. Some examples include:
- custom upload audiences imported into Experience Platform from CSV files,
- look-alike audiences,
- federated audiences,
- audiences generated in other Experience Platform apps such as Adobe Journey Optimizer,
- and more.
Supported audiences by audience data type:
Export type and frequency export-type-frequency
Refer to the table below for information about the destination export type and frequency.
Prerequisites prerequisites
To send audience data to Microsoft Ads, you need to have an active Microsoft Advertising account. For details on creating an account, visit the Microsoft Advertising documentation.
Accept customer match terms and conditions accept-customer-match-terms
Before activating audiences through this destination, you must first manually create a customer match list in your Microsoft Advertising account. This initial manual creation is required to accept the customer match terms and conditions, which enables audiences sent from Experience Platform to be created automatically. Failure to complete this step may result in errors when activating audiences.
Work account (MS Entra) IT admin approval work-account-admin-approval
If you are authenticating with a Microsoft Work Account (also known as a Microsoft Entra account), your organization’s IT admin may need to grant approval before you can connect to Microsoft Advertising.
When you attempt to authenticate using a Work Account, you may be redirected to an Approval required page. This page requests a justification for linking the app and lists the required permissions, including ads.manage. Submit the request and your IT admin will receive a notification to review it. You will also receive a confirmation email that your request was submitted.
Once the IT admin approves the request in the Azure Portal, you can return to Experience Platform and authenticate using your Work Account. For guidance, see the Microsoft documentation:
If the IT admin has not yet approved the request, authentication will fail with the following error: AADSTS650052: The app needs access to a service ('https://ads.microsoft.com') that your organization has not subscribed to or enabled. Contact your IT Admin to review the configuration of your service subscriptions.
Account configuration account-configuration
When configuring the destination, you must provide the following information:
- Customer ID: your Microsoft Ads Customer ID (CID), in integer format. See the Microsoft Advertising documentation for instructions on how to find your Customer ID.
- Customer Account ID: your Microsoft Ads Customer Account ID. See the Microsoft Advertising documentation for instructions on how to find your Customer Account ID.
Connect to the destination connect
To connect to this destination, follow the steps described in the destination configuration tutorial.
Fill in destination details parameters
While setting up this destination, you must provide the following information:
-
Name: A name by which you will recognize this destination in the future.
-
Description: A description that will help you identify this destination in the future.
-
Customer ID: Your Microsoft Ads Customer ID (CID). See the Microsoft Advertising documentation for instructions on how to find your Customer ID.
-
Customer Account ID: Your Microsoft Ads Customer Account ID. See the Microsoft Advertising documentation for instructions on how to find your Customer Account ID.
-
Membership Duration: The number of days a user remains in the customer match list. Accepted values are between 1 and 390 days.
-
Customer Match List Availability: Select the availability of the customer match list. In Microsoft Advertising, a Customer ID can have multiple Customer Account IDs (advertiser accounts) under it. Select Customer ID (all advertising accounts) to make the list available across all advertiser accounts under your Customer ID, or Customer Account ID (single advertising account) to restrict the list to the specific Customer Account ID you provided above. See the Microsoft Advertising documentation for more details.
Enable alerts enable-alerts
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Activate audiences to this destination activate
- To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
- To export identities to destinations, you need the View Identity Graph access control permission.
See Activate audience data to streaming audience export destinations for instructions on activating audiences to this destination.
Mapping mapping
In the Mapping step, you must map the email identity from your source profiles to the target identity in Microsoft Ads Customer Match.
- Source field: Select
IdentityMap: Emailas the source field to map email identities from your profiles. Alternatively, you can select an XDM attribute such aspersonalEmail.addressas the source field. - Target field: Select
Identity: emailas the target field.
Emails (SHA256, lowercased) are not supported. Experience Platform always hashes email addresses before exporting them to Microsoft Ads.
Exported data exported-data
To verify if data has been exported successfully to the Microsoft Ads Customer Match destination, check your Microsoft Advertising account. If activation was successful, audiences are populated in your account as customer match lists.
Additional resources additional-resources
See the Microsoft Advertising Help Center for additional information.