How does ad rotation settings on Bing Ads compare to DSPs like The Trade Desk?

Ad rotation settings in Bing Ads (now known as Microsoft Advertising) and DSPs like The Trade Desk serve similar purposes but operate with some differences in implementation and control:

1. **Bing Ads (Microsoft Advertising):**
   - Bing Ads provides ad rotation settings that allow advertisers to control how their ads are displayed within search results and other placements on the Bing network.
   - Common ad rotation options in Bing Ads typically include settings like "Optimize for Clicks" or "Rotate Evenly."

     - **Optimize for Clicks:** This setting aims to show ads that are expected to get more clicks more frequently, based on historical data and Microsoft's algorithms.
     - **Rotate Evenly:** This setting evenly distributes ad impressions across different ads in an ad group, which can be useful for testing different ad creatives or messages.

   - Microsoft Advertising also offers additional features such as ad scheduling (dayparting) and audience targeting options, which can influence how ads are rotated and displayed to different segments of the audience.

2. **DSPs (like The Trade Desk):**
   - DSPs (Demand-Side Platforms) such as The Trade Desk provide more advanced ad rotation capabilities compared to search engine-specific platforms like Bing Ads.
   - They allow advertisers to manage ad rotations across multiple channels and ad formats, not just search engine ads.
   - Key differences and additional features in DSPs include:

     - **Multi-channel Management:** DSPs can manage ads across various platforms and ad formats (display, video, native, social media, etc.), offering more comprehensive cross-channel campaign management.
     - **Advanced Optimization:** DSPs often provide more granular control over ad rotation, allowing advertisers to optimize based on specific goals such as conversions, viewability, or custom KPIs.
     - **Audience Segmentation:** DSPs offer sophisticated audience targeting and segmentation capabilities, allowing ads to be rotated based on user behavior, demographics, and other targeting criteria beyond what's available in search-specific platforms.

In summary, while Bing Ads (Microsoft Advertising) provides essential ad rotation settings primarily tailored for search engine advertising on Bing and its partner networks, DSPs like The Trade Desk offer broader capabilities for managing and optimizing ad rotations across multiple channels and ad formats, with more advanced targeting and optimization features. The choice between using Bing Ads or a DSP would typically depend on the advertiser's specific campaign objectives, budget, and desired level of control and targeting capabilities.