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Management Model for Tool Providers

A tool provider builds a Bing Ads application for other companies to manage their advertising campaigns, and is not necessarily billed by Bing Ads. The advertiser user owns the accounts, is billed directly by Microsoft for valid ad clicks, and may pay a fee to the tool provider. The following sections describe the entity model and credentials for tool providers.

Tool Provider Entity Model

The following figure shows multiple customers using the same third-party tool.

Management Model Tool Provider

Third-party tools may be used to manage some or all aspects of an advertiser account. Your users may also manage their respective account through the Bing Ads web application or another third-party tool. You should design your application to be flexible and robust considering that data may have changed state since the last time a client used your application.

Credentials and Account Access

The following are the header elements and the corresponding identifiers that a tool provider would use.

System_CLiX_note Note

If you use the AuthenticationToken, the UserName and Password elements are ignored. For more information, see Managing User Authentication with OAuth.

Header Element



The OAuth access token corresponding to the tool user's linked Microsoft Account.


The sign-in user name.

System_CLiX_note Note

The user of a tool may have any role. For more information see Account Permissions and the Developer Token and User Roles and Available Services within Managing Customer Accounts.


The sign-in password of the user specified in UserName.


The tool provider’s token.

System_CLiX_note Note

A tool provider should use the multi-user developer token to authenticate with users of their application. A tool provider needs only one such token. You should not ask clients to provide their own single-user token. For more information about token types, see Account Permissions and the Developer Token.


A customer ID.

System_CLiX_note Note

The customer ID may vary for each user of a given tool.


A customer's account ID.

For more information about customer and account identifiers, see Getting Started With the Bing Ads API.

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