Management Model for Direct Advertisers
A direct advertiser builds a Bing Ads application for its own advertising campaigns and is billed directly by Bing Ads for valid ad clicks. The following sections describe the entity model and credentials for direct advertisers.
The following figure shows how one or more accounts can be managed directly within one customer.

The users of a direct advertiser can programmatically manage any designated accounts within their own customer, for example Account A and Account B. An application owned and operated by the direct advertiser may be used to manage some or all aspects of an advertiser account. Users can also manage their respective account through the Bing Ads web application or a third-party tool.
The following are the header elements and the corresponding identifiers that a direct advertiser would use to authenticate with Bing Ads services. The direct advertiser is the only customer entity in this model and owns each element.
If you use the AuthenticationToken, the UserName and Password elements are ignored. For more information, see Authentication with OAuth. |
| Header Element | Owner |
|---|---|
| AuthenticationToken | The OAuth access token corresponding to the direct advertiser’s linked Microsoft Account. |
| UserName | The direct advertiser’s user name. |
| Password | The sign-in password of the user specified in UserName. |
| DeveloperToken | The direct advertiser’s token. Note: A single-user (SU) developer token is sufficient to authenticate with the corresponding user. For more information on token types, see Account Permissions and the Developer Token. |
| CustomerId | The direct advertiser’s customer ID. |
| CustomerAccountId | A direct advertiser’s account ID. |
For more information about customer and account identifiers, see Getting Started With the Bing Ads API.