Native Text Ads (Format D)

Overview: Native Format D is a text only placement and does not feature an image.  Ads are placed in prominent locations around Microsoft properties, including the MSN Homepage and Outlook mailbox.  

Use Cases: This is a great strategy for increasing site traffic and driving conversions. The CTR for Native Text Ads range from 2x-5x the industry average.

Case Study: Online Education & Outlook Ads- Language Software Drives Conversions and Improves Overall CPA 

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Native Format D

Placement: Native Text Ads appear on Microsoft properties and at the top of a user’s inbox within Outlook.  When a user logs into their Outlook mail account, the text ad appears above any new email received.  

Bid Structure: Native placements usually close at a higher CPM compared to standard display.  We recommend setting your ‘Base Bid’ around $7.25 and ‘Max Bid’ at $12.75.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.



Native Text Ads require a unique setup in Pontiac.  First, request access to the Microsoft Exchange from your Account Manager.  Once access has been granted, build a Native Format D creative in the platform and build a site list that features ONLY  Create a new Line Item, select ‘Native’ as the creative type and adjust the bids to the suggested bid structure above.  In the Line Item ‘Targeting’ menu select ONLY the Microsoft Exchange and target the site list that contains ONLY