Get Started with the Content API


The Bing Ads APIs, including Content API, will stop supporting managed user credentials (username and password) beginning August 1, 2018. At your earliest convenience, please migrate your account to use Microsoft accounts. For information, see We're changing the way you sign in. You will also need to change your code to use OAuth for authentication. For details about using OAuth, see Authentication with OAuth.

Do you have your Bing Ads credentials and developer token?

To use the Content API, you must have a Bing Ads account and credentials. New users to Bing Ads must use a Microsoft account to access Bing Ads. Current users that haven't transitioned to a Microsoft account may use their Bing Ads user name.

To get a Bing Ads account, go to If you're not signed in to your Microsoft account, you'll be redirected to sign in to your Microsoft account or sign up for a Microsoft account. After signing in, you'll have the option to Sign up for a new Bing Ads account. Select the sign up option and Continue with the sign up process.

Next, you'll need a developer token. To get a token to use in the production environment, see Bing Ads Developer Portal. Click Request Token and provide the requested information. If you will be using the API to manage your own account, you'll receive your token immediately; however, if you'll be managing accounts for others, it may take up to five business days to get a token.

Authenticating your credentials

Content API uses the same authentication schemes as Bing Ads API. If you use legacy credentials (i.e., username, password) with Bing Ads API, you may continue using them with Content API; however, customers are being asked to transition their legacy credentials to Microsoft account credentials.

For details about authenticating Microsoft account credentials with OAuth, see Authentication with OAuth. You can use the Bing Ads SDK for .NET, Java, or Python to authenticate both legacy and Microsoft account credentials (but only for authentication; the Bing Ads SDK does not provide interfaces for the Content API).

For an example that shows how to use OAuth to authenticate Microsoft account credentials, see Authenticating Microsoft Account Credentials in C#.

Where to use your credentials and developer tokens?

All calls must specify the DeveloperToken header, and set it to the developer token that you were given.

All calls may specify either the AuthenticationToken header, if you use OAuth to authenticate your Microsoft account, or the UserName and Password headers, if you use legacy credentials.

If you manage catalogs on behalf of other customers, you must set the CustomerId header to the customer ID of the customer whose store you're managing, and the CustomerAccountId header to the account ID of any of the customer's accounts that you manage (it doesn't matter which managed account).

For information about these and other headers that the request and response may contain, see Headers.

Configuring Bing Merchant Center to use the API

For an overview of Bing Merchant Center, see What is Bing Merchant Center? The topic includes links to all of the Merchant Center topics and related videos.

You must complete the following steps if you haven't already done so.

  1. Verify and claim your Website's URL To get the webmaster tools mentioned in Verify and claim your Website's URL, see Bing Webmaster Tools. Sign in with the same Microsoft account that you use for Bing Ads. For more information about using the tool, see Verify Ownership of Your Website.
  2. Create a Bing Merchant Center store
  3. Add a catalog

When you create a BMC store, the process creates a default catalog for you. The store and all catalogs that you create are automatically enabled for API management. The store contains a default catalog that all product gets, inserts, updates, and deletes apply to unless you specify the bmc-catalog-id query parameter in the resource URL.

The Store Setting tab contains the Tenant URL, which you use as the base URI of your resource URL.

As an alternative to adding and enabling catalogs using the BMC web application, you may use the Catalogs resource. For more information, see Managing your Catalogs.


You may be able to use the API with FTP in certain circumstances to update a catalog feed. For information about using the API with FTP, see Can I Use the API and FTP?.

Next Steps

Now that you're ready to start using the API, see the following sections.