It is no news that digital advertising is growing above & beyond with various new ways of targeting the right users coming up! Be it a small business or an MNCs, everyone’s trying to win the digital race.
But with this progress comes the threat to privacy! As a step towards this, global giant Microsoft has announced that all ads served through Microsoft Advertising will come from verified advertisers starting 1 August 2023. This is an essential step toward making advertising safer for everyone involved: Advertisers, Publishers, and Consumers! The initiative started with testing AIV Advertiser Identity Verification in June 2022!
What does this mean for advertisers? Well, before Microsoft accepts any ads, they’re going to require all advertisers to be verified. It’s like a fancy membership card but for advertisers. To get this verification, advertisers will need to prove their legal identity using government-issued documents with a photo, or they can also use business-related documents issued by the proper regulatory authorities.
The effect of this starts from 1st July as Microsoft will start sending out verification requests to all the existing users. Timelines of the entire process along with various use cases are highlighted in the later part of the blog!
Microsoft believes in empowering customers with choice and control, and they’re bringing in some cool changes to make it happen. One of the main aims of AIV is to boost transparency and give people more insight into the ads they encounter. It’s all about increasing visibility and keeping things on the up and up.
So, what’s the plan? Well, get ready for a whole new level of ad transparency. From now on, every ad will proudly showcase the name and location of the advertiser, whether it’s a business or an individual. Plus, you’ll also get some extra info on why you’re seeing that particular ad, like the targeting parameters that brought it your way.
Microsoft wants to make sure you’re in the know, and they’re making it happen through these remarkable changes. So, the next time you spot an ad, you’ll have all the deets right at your fingertips.
In addition to this, Microsoft advertising is launching the ads library, just like Meta; where users will be able to see all the ads serving impressions in the European Union. They will be able to search for ads using advertisers’ names, brand names, etc.
Verification Timelines
1st July
New users need to be verified & old users to start the verification process.
All the new users joining Microsoft advertising after 1st July 2023 will have to get verified before they can publish their ads. At the same time, existing publishers will be required to complete the verification in order to successfully keep running ads.
All the existing publishers will be notified via email to complete the verification process. Microsoft will update the verification status automatically for advertisers whose verification data is already in the system.
15th July
Last date to wait for the verification request from Microsoft.
Advertisers have been asked to contact Microsoft support if they don’t receive any communication before 15th July 2023.
Currently, individuals and businesses have the option to apply for verification on a per-account basis. By any chance if a business fails to successfully pass the verification process, there may be a temporary pause imposed on the account. However, there is no cause for undue concern, as Microsoft’s Support team is readily available to assist you. You have the opportunity to contact them and present your case for a reconsideration of the verification decision. They are committed to providing guidance and a fair hearing to address any concerns.
Winding Up!
Microsoft’s implementation of verified ads marks a crucial step towards safeguarding privacy in digital advertising. By requiring advertiser verification and enhancing transparency, Microsoft prioritizes trust and empowers users with greater control. These changes contribute to building a safer and more reliable advertising ecosystem while setting a commendable industry standard.
