Microsoft gives unverified advertisers more time


Microsoft is giving advertisers more time to complete verification through its Advertiser Identity Verification (AIV) program.

The company will only pause ads in three scenarios.

Why we care. You will still need to complete the Microsoft Ads verification requirements if you want your ads to continue showing globally.

How it works. All advertisers will still be asked to complete AIV when setting up a new account. If verification has not been completed, Microsoft will pause ads in the following scenarios:

  • Advertisers whose ads will serve in the European Economic Area (EEA) will have 30 days to complete verification for ads to continue serving in the EEA.
    • If AIV is not complete within 30 days, eligibility to serve ads in the EEA will be suspended until successful completion of AIV.
  • Advertisers whose account has been flagged by systematic checks related to risk for advertisers or those who use our products.
    • Ads will not serve globally until successful completion of AIV.
  • Advertisers whose account has been suspended for policy violations, who have not already completed AIV.
    • Successful completion of AIV will be the first step for the advertiser to be able to appeal the suspension.

Why now? Microsoft reviewed its initial decision following feedback and decided this change was needed to minimize the impact on customers.


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What is Microsoft is saying. “As this continues to roll out across advertisers, the scope of ads that may be paused may expand over time as we continue to learn and evaluate the process, as well as any risks for our users., the company wrote in a blog post:

Identity verification help. You can read the official help documentation here.


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About the author

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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