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Management Model for Agencies

An agency builds a Bing Ads application for their company to manage the campaigns of their advertising clients. Agencies may manage some or all aspects of an advertiser account. When sending the invitation to manage a client account, the agency may specify whether the client or agency is responsible for billing. For more information about becoming an agency, see the Getting started with Bing Ads section of the Agency hub page.

System_CLiX_note Note

The client account must be set up for post-pay billing. Prepaid accounts are not supported for management by agencies.

Agency Entity Model

The following figure shows two clients managed by an agency.

Management Model Agency

Only an agency Super Admin can link to client accounts. Linking enables any agency Super Admin to access the specified client account. If the client has multiple accounts, then a client link invitation must be sent for each client account. The super admin may also determine which individual accounts the advertiser campaign manager and viewer users can access. In the figure above User A has access to account A1, and User B has access to accounts A2, B1, and B2. For more information about user roles, see User Roles and Available Services.

Credentials and Account Access

The following are the header elements and the corresponding identifiers that an agency 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 agency's linked Microsoft Account.


The sign-in user name.

System_CLiX_note Note

For agencies, this is the username within the agency’s customer shell that has the Super Admin, Advertiser Campaign Manager, or Viewer 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 agency’s token.

System_CLiX_note Note

It is recommended for an agency to use the multi-user developer token to authenticate with any agency user. An agency needs only one such token. It is not necessary to request a single-user token for each user. For more information about token types, see Account Permissions and the Developer Token.


A managed customer ID.

System_CLiX_note Note

Using the agency customer ID may work for some services, and is not fully supported. As a best practice, use the customer ID which contains the managed account and campaigns.


A managed customer's account ID.

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

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