How to Opt Out of the Microsoft Audience Network

Quick answer

Microsoft search campaigns are automatically eligible to serve on the Microsoft Audience Network (MSAN), and there’s no self-serve switch to turn it off fully. Since February 2023 the -100% audience bid adjustment that used to opt campaigns out is gone. You can exclude websites yourself, or ask Microsoft support to opt your search campaigns out completely.

What is the Microsoft Audience Network?

MSAN is Microsoft’s display and native ad network. It covers Microsoft properties such as MSN, Outlook and Microsoft Start, plus a network of partner publisher sites. Ads appear as native placements, image ads and other formats.

There are two ways to end up on MSAN:

1. Search campaigns extended to MSAN. Search campaigns are automatically eligible to serve there, using your search ad content and automation.
2. Dedicated Audience campaigns. Campaigns you build specifically for the Audience Network, with their own creative, targeting and budget.

This article is about the first route, which surprises many advertisers.

What changed in 2023

Before February 2023, advertisers could set a -100% audience bid adjustment on search campaigns to keep them off the Audience Network. Microsoft removed that option, so search campaigns now extend to MSAN by default. The change was unpopular with many advertisers, especially those whose search campaigns saw lower click-through rates and higher costs from the added traffic.

Your three options

1. Limit it with website exclusions. Add the domains you don’t want at campaign level, or build a shared exclusion list and apply it to all search campaigns. This cuts the worst placements but won’t remove MSAN entirely.
2. Request a full opt-out. Contact Microsoft Advertising support and ask to opt your search campaigns out of the Audience Network. Advertisers report this can take persistence, may require a follow-up email, and may apply to the whole account rather than single campaigns.
3. Separate the traffic. Opt search campaigns out and run a dedicated Audience campaign instead, where you control creative, targeting and budget. This keeps search reporting clean while still testing MSAN on your terms.

How to request the opt-out

• Open a chat or call support and say you want your search campaigns opted out of the Microsoft Audience Network.
• Give your Account ID and Customer ID and name the campaigns or say it’s for the whole account.
• Explain the business reason briefly, for example that you only want search intent traffic.
• Save the case number and watch for a confirmation email.
• After confirmation, check your network breakdown reports to make sure audience impressions stopped.

Should you opt out?

MSAN traffic usually has lower click-through rates than search. Some accounts see few conversions from it, others get cheap incremental reach and remarketing value. Check performance by network before deciding: compare conversion rate, cost per conversion and lead quality for search vs audience traffic over a meaningful period, not a few days.

Why an opt-out takes so long

Full opt-outs are handled by support, and Microsoft runs one central desk for all advertisers. Small and mid-sized businesses rarely have a dedicated rep who can push the request through, which is why Microsoft relies on certified partners in its Partner Program to support and escalate these requests through its partner team.

FAQ

Can I opt out of the Audience Network with a bid adjustment?

Not anymore. Microsoft removed the audience bid modifier for search campaigns in February 2023.

Does opting out reduce my traffic?

Yes, it removes audience impressions. Whether that hurts depends on how that traffic converts.

Do exclusions apply to Microsoft’s own sites?

You can add Microsoft-owned domains such as msn.com and outlook.com to your exclusions.

Can I opt back in later?

Yes. Contact support again to reverse the opt-out.

Let a partner request the opt-out for you

Adcore analyzes your network performance and handles opt-out requests through its Elite partner channel, free. Get free Microsoft Ads support.