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Microsoft adds app placement controls to Audience campaigns

Posted on by SocialSignalCounter
Microsoft adds app placement controls to Audience campaigns
24
Jun

Microsoft Advertising is giving marketers sharper tools to manage where their Audience Ads appear — particularly on mobile.

What’s new:

  • Advertisers can now see detailed mobile app placement data through three new columns in the Website URL report:
    • Mobile App Name
    • Mobile Bundle
    • Mobile Web URL
  • A new dashboard interface supports filtering and exclusions at a granular level.
  • Mobile bundle exclusions can be applied at the account, campaign, or ad group level.

Why we care. Advertisers have long pushed for greater transparency and control over where their ads are served. This update gives better visibility for app-level placement data and exclusion options, helping reduce wasted spend and improve brand safety.

This level of granularity helps drive more efficient and safer campaign performance.

Microsoft Mobile App ReportingMicrosoft Mobile App Reporting

Yes, but. Microsoft-owned apps remain non-excludable, limiting full control.

First seen. This update was first seen on PPC Newsfeed run by Founder and PPC Specialist Hana Kobzová.

The bottom line: This move brings Microsoft Advertising closer in line with Google Ads’ placement transparency, giving advertisers more control and cleaner targeting on mobile — a key battleground for ad budgets.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

 

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

 

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


#Microsoft #adds #app #placement #controls #Audience #campaigns

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