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Microsoft Advertising SCIM guide

Connector Only

How to automate Microsoft Advertising user provisioning, and what it actually costs

Native SCIM not available

Summary and recommendation

Microsoft Advertising does not support SCIM provisioning on any plan or pricing tier. While the platform offers Microsoft Account sign-in integration and provides user management through the Bing Ads API, there is no standardized SCIM endpoint for automated user lifecycle management. IT teams must rely on manual user invitations through the platform's Settings > User management interface or build custom API integrations to handle provisioning, deprovisioning, and role assignments across advertising accounts and campaigns.

This creates a significant operational gap for enterprises managing multiple advertising accounts or agency structures. Without SCIM support, departing employees retain access until manually removed, creating security risks around budget control and campaign management. The manual overhead becomes particularly problematic for agencies managing hundreds of client accounts or enterprises with complex advertising hierarchies where users need specific permissions across different campaigns and account levels.

The strategic alternative

Microsoft Advertising has no native SCIM. Automate offboarding, user access reviews, and license workflows across every app, including the ones without APIs. We maintain the integration layer underneath. You focus on judgment, not plumbing.

Quick SCIM facts

SCIM available?No
SCIM tier requiredN/A
SSO required first?No
SSO available?Yes
SSO protocolSAML 2.0
DocumentationNot available

Supported identity providers

IdPSSOSCIMNotes
OktaVia third-partyNo dedicated Microsoft Advertising/Bing Ads integration in Okta. Microsoft Account integration exists but not for ads platform.
Microsoft Entra IDUsers can sign in with Microsoft Account. No SCIM provisioning - user management via Bing Ads API or manual UI.
Google WorkspaceVia third-partyNo native support
OneLoginVia third-partyNo native support

The cost of not automating

Without SCIM (or an alternative like Stitchflow), your IT team manages Microsoft Advertising accounts manually. Here's what that costs:

Source: Stitchflow research, normalized to 500 employees:
Orphaned accounts (ex-employees with access)5
Unused licenses12
IT hours spent on manual management/year85 hours
Unused license cost/year$3,500
IT labor cost/year$5,100
Cost of compliance misses/year$890
Total annual financial impact$9,490

The Microsoft Advertising pricing problem

Microsoft Advertising gates SCIM provisioning behind premium plans, forcing significant cost increases for basic user management.

Tier comparison

PlanPriceSSOSCIM
Standard AccessFree platform (pay-per-click)
Agency ManagementFree platform (pay-per-click)
Enterprise HierarchyFree platform (pay-per-click)

Pricing structure

PlanPriceSCIM
Standard AccessFree platform (pay-per-click)❌ Not available
Agency ManagementFree platform (pay-per-click)❌ Not available
Enterprise HierarchyFree platform (pay-per-click)❌ Not available

What this means in practice

Without SCIM support, IT teams face these manual overhead costs:

Manual user management

New user setup requires manual invitation through Settings > User management
Account permissions must be configured individually for each campaign/account
No automated deprovisioning when employees leave

API integration complexity

Bing Ads API exists but requires custom development work
No standardized SCIM endpoints to integrate with existing IdP workflows
API management adds security and maintenance overhead

Additional constraints

Microsoft Account dependency
Users sign in with personal Microsoft accounts, not enterprise identities
Account hierarchy complexity
Agency and enterprise account structures require manual permission mapping
No SSO integration
Despite being a Microsoft product, no enterprise SSO integration exists in major IdP catalogs
Audit trail gaps
User access changes aren't logged through enterprise identity systems
Compliance friction
Manual user management makes SOX/SOC compliance reporting more complex

Summary of challenges

  • Microsoft Advertising does not provide native SCIM at any price tier
  • Organizations must rely on third-party tools or manual provisioning
  • Our research shows teams manually provisioning this app spend significant hidden costs annually

What Microsoft Advertising actually offers for identity

Microsoft Account Sign-In

Microsoft Advertising leverages Microsoft Account authentication for user access:

SettingDetails
ProtocolMicrosoft Account OAuth
Account requirementUsers need existing Microsoft Account
ConfigurationBuilt-in - no additional setup required
User creationManual invitation only

Key limitation: While users can sign in with their Microsoft Account, this doesn't provide enterprise-grade identity management or automated provisioning.

Manual User Management

Microsoft Advertising provides basic user management through their web interface:

FeatureMethod
Add usersManual invitation via Settings > User management
Remove usersManual deletion through admin interface
Role assignmentManual selection during invitation
Bulk operationsNot supported

Bing Ads API (Developer Option)

For programmatic user management, Microsoft offers the Bing Ads API:

CapabilityDetails
User creationAvailable via CustomerManagementService
User updatesSupported through API calls
Account hierarchyMulti-level agency/client structure
AuthenticationOAuth 2.0 with Microsoft Account

Reality check: The API requires significant development resources and ongoing maintenance. Most IT teams need SCIM-level automation without building custom integrations.

What's Missing

Microsoft Advertising lacks enterprise identity essentials:

No SCIM support
Zero automated provisioning capabilities
No federated SSO
Users still need Microsoft Accounts, not your corporate IdP
No group sync
Role assignments must be managed individually
No deprovisioning automation
Departing employees remain accessible until manually removed

What IT admins are saying

Microsoft Advertising's lack of automated provisioning forces IT teams into manual user management workflows:

  • Users must be manually invited through the Microsoft Advertising interface
  • No SCIM support means provisioning relies on the Bing Ads API or manual processes
  • Account access management becomes complex across multiple advertising accounts
  • Employee offboarding requires remembering to revoke Microsoft Advertising access separately

No dedicated Microsoft Advertising/Bing Ads integration in Okta. Microsoft Account integration exists but not for ads platform.

Okta Integration Network documentation

User management available via Bing Ads API or manual UI.

Microsoft Entra integration notes

The recurring theme

While users can sign in with their Microsoft Account, there's no enterprise-grade provisioning system. IT teams must either build custom API integrations or manage advertising platform access through manual invitation workflows, creating security gaps during employee lifecycle changes.

The decision

Your SituationRecommendation
Small marketing team (<10 users)Manual management through Microsoft Ads UI is acceptable
Agency managing single advertiser accountsManual user invites with Microsoft Account SSO
Large enterprise with multiple ad accountsUse Stitchflow: automation essential for scale
Agency managing 20+ client accountsUse Stitchflow: automation strongly recommended
Organization with compliance requirementsUse Stitchflow: automation essential for audit trail

The bottom line

Microsoft Advertising offers no SCIM provisioning whatsoever—just manual user invitations through the UI or API-based management. For enterprises and agencies managing multiple accounts or large user bases, Stitchflow eliminates the manual overhead while providing the audit trail compliance demands.

Make Microsoft Advertising workflows AI-native

Microsoft Advertising has no native SCIM. We build complete offboarding, user access reviews, and license workflows across every app, including the ones without APIs.

Covers apps without native SCIM, including the ones without APIs
Less than a week, start to finish (~2 hours of your time)
Built with your team; extend to anything else in the company
Book a Demo

Technical specifications

SCIM Version

Not specified

Supported Operations

Not specified

Supported Attributes

No SCIM provisioning supportUser management available via Bing Ads APISupports Microsoft Account sign-in but not enterprise SCIMAccount hierarchy for agency/enterprise management availableManual user invitation through Settings > User management

Plan requirement

Not specified

Prerequisites

Not specified

Key limitations

  • No SCIM provisioning support
  • User management available via Bing Ads API
  • Supports Microsoft Account sign-in but not enterprise SCIM
  • Account hierarchy for agency/enterprise management available
  • Manual user invitation through Settings > User management

Documentation not available.

Unlock SCIM for
Microsoft Advertising

Microsoft Advertising has no native SCIM. We still automate end-to-end workflows across every app, including the ones without APIs.

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Microsoft Advertising
via Stitchflow

Last updated: 2026-01-20

* Pricing and features sourced from public documentation.

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