Microsoft rolls out predictive targeting to all advertisers

Why we care: Predictive targeting can help advertisers easily find new audiences that they may not have previously considered targeting. You can do this in two different ways:Option A: When setting up an audience campaign, predictive targeting will now be the default targeting option. When setting up an audience campaign, predictive targeting will now be the default targeting option. To do this, simply toggle on predictive targeting and the Microsoft bot will serve to your targeted audience while simultaneously using predictive targeting to find users outside of that audience who are still relevant. However, this tool was designed specifically to assist marketers using the Microsoft Audience Network using a combination of existing advertiser assets and Microsoft Audience Intelligence.