Microsoft Monetize - Creative branding

Microsoft Advertising maintains and monitors a brand list, ensuring duplicate brands and URLs are deleted or reassigned in order to maintain consistency.

A brand is a proprietary classification assigned to creatives. Within the Microsoft Advertising system, each brand has an ID and is assigned an associated URL and relevant brand content categories that describe the offerings and services provided by the company. Accurate branding is essential to maintaining the integrity of the Microsoft Advertising platform. The consistency and quality of our offering is incredibly important to us, and we invest significant resources to its maintenance.

During the creative audit process, a brand name/URL are associated with every creative. If the appropriate brand exists within the Microsoft Advertising system, the creative will be assigned a URL associated with the existing brand. If the appropriate brand does not exist within the Microsoft Advertising system, the creative will be assigned to a comparable existing brand based on the creative content and the creative's associated landing page.

Existing brand content categories

When a brand is created, it is given a name, an associated URL, and a brand content category. This brand content category attempts to best describe the offering of the parent company. Brand content categories can be used to include or exclude creatives from serving.

Brand Content Category Description
Adoption and Foster Care This brand represents all adoption and foster care services.
Airlines This brand represents air travel services.
Alcoholic Beverages and References This brand primarily sells, distributes, or promotes alcoholic beverages or accessories. This brand applies to creatives that advertise:
- Bars and cocktail lounges
- Bar supplies
- Beer and wine companies
- Beer, wine, or spirit festivals
- Liquor stores
Apparel This brand primarily sells clothing and shoes. This brand applies to creatives that advertise:
- Clothing stores and labels
- Eyewear
- Hats, belts, and accessories
- Shoe stores and labels
Automotive and Vehicles This brand represents any and all vehicle related services including, but not limited to sales, service, maintenance, parts, and products. This brand applies to creatives that advertise:
- Car dealerships
- Mechanics
- Motorized boats
- Motoring paraphernalia such as helmets, goggles, and gloves
- RVs, ATVs, motorcycle, jetskis, snowmobiles, and other sport vehicles
Computers and Electronics This brand primarily sells general electronics such as appliances, computers, and/or correlated parts and services. This brand applies to creatives that advertise:
- Appliance stores
- Computer and appliance parts
- Computer assistance and service
Consumer Loans This brand represents only short-term loan companies such as payday loans or cash advances.
Cosmetic Procedures This brand represents cosmetic surgeons and/or their offices. This brand applies to creatives that advertise:
- Plastic surgery
- Liposuction
- Tooth whitening
Cosmetics and Hygiene This brand offers non-prescription personal cosmetics and hygiene products. This brand applies to creatives that advertise:
- Make-over services
- Perfume brands
- Personal hygiene brands
- Specialty cosmetic stores
- Tanning salons
Dating This brand represents online and offline dating/match-making services.
Deals and Coupons This brand represents discount sites, coupon aggregates, or one-off special offers.
Education This brand represents educational institutions and organizations.
Employment This brand represents job searches and employment management services.
Family and Parenting This brand offers services, advice, and/or information related to families and child-rearing.
Family Planning This brand represents all family planning services including preconception counseling, education, and general reproductive and fertility health care.
Financial This brand represents accredited banking, investment, and long-term loan organizations.
Financial: Cryptocurrency This brand represents all services related to any digital currency used as an alternative payment method or as an investment.
Financial: Forex This brand represents Forex trade. This brand applies to creatives that advertise:
- Binary trading
- Foreign exchange currency markets
- FX market
Firearms and Weapons This brand offers weapons, ammunition, and/or firearm sales and services. This brand applies to creatives that advertise:
- Firearm stores
- Firing ranges
- Gun education and licensing
- Gun manufacturers
- Gun shows
Fitness and Health This brand represents gyms and personal fitness/health services. This brand applies to creatives that advertise:
- Dieticians and health consultants
- Fitness machines
- Gyms and spas
- Personal trainers
Flowers and Gifts This brand primarily sells online and mail-ordered gifts, as well as floral arrangements.
Food and Drink This brand represents restaurants, as well as food and beverage products. This brand applies to creatives that advertise:
- Catering
- Food companies
- Food festivals and events
- Grocery stores
- Non-alcoholic beverage companies
Food and Drink: Restaurants/Delivery Services This brand represents restaurants and food delivery services. This brand applies to creatives that advertise:
- Food delivery services
- Restaurants
Gambling: Casino Advertising Gambling This brand represents a hotel or resort that primarily advertises gambling.
Gambling: Casino Advertising Resort This brand represents a hotel or resort that also has a casino and gambling is not the primary offer.
Gambling: Education This brand offers gambling tips or education.
Gambling: Government Run Lottery This brand represents a state or national lottery.
Gambling: Non-Government Run Lottery This brand represents a non-government affiliated lottery.
Gambling: Online Gambling This brand primarily offers the ability to win money through online gambling.
Gambling: Other This brand represents miscellaneous gambling-related creatives that do not fall within other gambling categories.
Gambling: Penny Auctions This brand primarily offers a pay-to-bid auction service.
Gambling: Scratch Card Site This brand primarily offers scratch cards.
Gambling: Sports Betting This brand primarily offers betting/gambling on sports and competitive events.
Gambling: Tools This brand offers gambling tools and gambling-related retail products.
Government This brand represents a branch or body of local/national government. This brand applies to creatives that advertise:
- Elections and registration
- Governmental forms and services
- Politicians and political offices
Health-Care This brand represents all health-care related products and services that cannot be more specifically categorized. This brand applies to creatives that advertise:
- Medical devices
- Medical products for at-home use
Home and Decor This brand sells products and services for use in personal residences. This brand applies to creatives that advertise:
- Contractors, plumbers, electricians, and handymen
- Interior decorators
- Flooring, carpeting, and drapery
- Furniture and household decoration
- Hardware stores
Horoscopes and Astrology This brand represents any service or site related to horoscopes, astrology, psychic, or tarot readings.
Hospitals and Healthcare Facilities This brand represents brick and mortar locations that provide health care including:
- Hospitals
- Clinics
- Outpatient care centers
- Urgent care centers
- Doctors' offices
- Specialized care centers, such as birthing centers, surgical or psychiatric care centers
Hotels This brand represents hotels, motels, and extended stay establishments.
Insurance This brand represents insurance providers.
Internet Properties This brand represents web-based services. This brand applies to creatives that advertise:
- Domain registration and management
- File sharing sites
- Internet classifieds
- Personal blogs
- Viral content sites
Jewelry This brand represents the sale and maintenance of jewelry and fine gems, or brands that solely sell accessories, such as watches, sunglasses, or purses.
Legal This brand represents law firms or other legal services.
Miscellaneous Other This brand represents an advertiser that cannot be categorized according to any existing brand category.
Mobile App Downloads This brand represents conventional apps, tools, and downloads for cell phones, tablets, and other mobile devices that cannot be more specifically categorized.
Movies This brand represents companies that primarily make/sell movies or are associated with the Film Industry. This brand applies to creatives that advertise:
- Film studios and production companies
- Motion pictures
- Movie rental services
- Movie theaters
Music This brand represents musicians and music products and services. This brand applies to creatives that advertise:
- Albums or singles
- Music stores
- Record labels
News This brand represents a news provider. This brand applies to creatives that advertise:
- Online news sites
- News aggregators
- TV or cable news
Non-Profit This brand represents charity organizations or non-profit organizations such as any 501(3).
Office Supplies This brand primarily sells products for use in an office.
Online Advertising Agencies This brand represents an online advertising agency.
Online Games This brand offers browser-based online games. This brand applies to creatives that advertise:
- Free-to-play flash games
- Freemium games
- Subscription online-only games
Pets This brand sells primarily products and services for pets and pet owners. This brand applies to creatives that advertise:
- Livestock-related services
- Pet adoption
- Pet information and guides
- Pet supplies
- Veterinarians
Pharmaceuticals: Herbal Supplements This brand offers FDA-approved medicinal or dietary supplements.
Pharmaceuticals: Non-Prescription This brand primarily offers or manufactures over-the-counter drugs.
Pharmaceuticals: Prescription This brand primarily sells or manufactures prescriptions medications. This brand applies to creatives that advertise:
- Doctor-administered procedures
- Prescription drugs
Pharmaceuticals: Steroid-Like Supplements This brand offers herbal supplement that claims to replicate the effects of steroids.
Politics This brand represents political news and political campaigns or agendas. This brand applies to creatives that advertise:
- Political events and fundraisers
- Political issue campaigns
- Political sites and blogs
- Promotion of political ideology or party
Premium Services This brand offers high-level services. This brand applies to creatives that advertise:
- Architects and contractors
- Event planning services
- Home services such as maids, handymen, and exterminators
- Industrial HVAC
- Mailing and delivery services
- Solar, wind, and alternative power
Premium Services: End of Life Services This brand represents services related to end-of-life/palliative care, including hospices and funeral homes.
Premium Services: Power Utilities This brand represents utilities. This brand applies to creatives that advertise electric, heat, steam, and water companies.
Print and Publications This brand represents newspapers, magazines, and other publications. This brand applies to creatives that advertise:
- Magazines and periodicals
- Newspapers
- Publishers
Quizzes and Surveys This brand offers questionnaires and survey.
Real Estate This brand represents the sale, rental, and management of property. This brand applies to creatives that advertise:
- Apartment and retail buildings for rent or sale
- House and apartment classifieds
- Realtors and real Estate Agencies
Religion This brand represents religious and faith based organizations.
Retail This brand primarily sells a large array of products across categories. This brand applies to creatives that advertise:
- Bookstores
- Department stores
- Online shopping aggregates
- Pawn shops
Ringtones and Mobile Subscriptions This brand offers downloadable ringtones and subscription-based services for mobile devices.
Software and Web Apps This brand primarily offers computer software, online and in-store purchases, and downloadable web applications. This brand applies to creatives that advertise:
- Computer apps and extensions
- Operating Systems (OS)
- Programs
- Software as a service, or SaaS
Software or System Update This brand represents computer software updates or computer downloads offered by a third-party company advertising another company's software/product.
Sporting Goods This brand primarily sells sporting and recreational goods.
Sports and Events This brand represents or advertises a publicized event. This brand applies to creatives that advertise:
- Art exhibits and gallery openings
- Concerts
- Conferences
- Festivals
- Plays and performances
- Sporting events
Sweepstakes This brand primarily offers a sweepstake and/or sweepstake entries.
Tax Preparation and Accounting Services This brand represents all tax preparation, accounting, and bookkeeping services.
Telecommunications Brand represents a telecommunication company. This brand applies to creatives that advertise:
- Cable, DirecTV, and satellite
- GPS devices and services
- Mobile telephones and service
- Phone and internet
Television This brand represents a television show or network.
Ticket Resellers This brand represents resale of tickets for admission to events.
Tobacco and Smoking Products This brand primarily sells or manufactures tobacco and smoking/tobacco-related products. This brand applies to creatives that advertise:
- Cigarette, cigar, hookah, pipes, and paraphernalia
- E-cigarettes
- Nicotine patches and gum
Toolbars This brand represents any landing page with a toolbar or browser extension as an offering.
Toys and Games This brand primarily sells toys and games.
Travel Destinations This brand represents a tourist destination. This brand applies to creatives that advertise:
- Location-specific activities and events
- Parks and attractions
- Tourist-oriented city guides
Travel Services This brand sells or arranges flights, trains, car rentals, hotels, and excursions. This brand applies to creatives that advertise:
- Concierge and related offerings
- Tour guides and agencies
- Travel agents
Video Games This brand sells console and computer-based video games.
Weather This brand primarily offers meteorological information.
Weight Loss This brand primarily offers products and services for dieting and weight loss.