According to Navah Hopkins, Microsoft's Audience Network and Google's Broad match are two advertising tools that share similarities.
These tools use signals unavailable to advertisers, providing access to more consumer intelligence. Advertisers can benefit from these tools by having sufficient conversion data, ideally 30 conversions in 30 days.
However, if there are not enough conversions, it's recommended not to use these placements. It's suggested that the audience network be separated from search campaigns to maximise potential and set goals according to their mechanics.
It's best to avoid bias influencing strategy.