Microsoft Ads is rolling out a new feature called “brand lists” for Performance Max (PMax) campaigns. It promises more control over your brand image and ad visibility.
Brand lists allow advertisers to exclude their ads from appearing alongside specific brands, potentially improving ad relevance and return on ad spend (ROAS).
How it works.
Why we care. This PMax feature offers advertisers more control over the sites and searches they see their ads against. It allows advertisers to avoid association with competitors or brands that don’t align with their values.
Key features.
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What they’re saying. Microsoft touts the benefits as helping advertisers “mitigate risks” and “display ads with relevant content.”
The big picture. As digital advertising becomes more complex and automated, platforms are introducing more tools for brand safety and ad targeting precision.