Should There Be Ads in SSMS?
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Some folks are seeing an ad at the top of their SSMS v22, like this one reported in the feedback site:
Today, Microsoft’s using this to test ads for an upcoming conference. Interesting that they give deeper discounts to Reddit readers as opposed to SSMS users, but I digress. Tomorrow, they might be pushing SQL Server 2025 upgrades, or Microsoft Fabric, or Copilot, or whatever.
Your first reaction is probably to say, “We’re paying massive amounts of SQL Server licensing money to Microsoft – get the spam out of SSMS.” And that would be fair, and I would certainly understand. After all, SQL Server Management Studio can only be used with paid products: SQL Server and Azure SQL DB. It’s not like SSMS connects to MySQL, MariaDB, Oracle, etc. So for me, right there, that means it shouldn’t be showing ads.
However, in today’s economy, even paying customers see ads these days. Every now and then, I’m forced to install a consumer version of Windows on someone’s laptop or desktop, and I’m horrified by how many ads are there, and I’m reminded of why I switched to Macs two decades ago. So set that one aside, and keep considering the discussion.
You think the question is, “Should SSMS have ads?” and the answers are “Yes” and “No.” In that world, sure, duh, everybody would choose “No.” However, that’s not really the right set of answer choices. Ads can bring in revenue, and when there’s revenue, that money could (theoretically) be used to fund development on the application.
The answer choices aren’t yes and no.
When a company like Microsoft asks, “Should SSMS have ads?” their answer choices look more like:
- Yes, put ads in SSMS, and every 3 months, Microsoft builds the current top-voted SSMS feature request, whatever it is
- No ads – but also no new features
That changes the discussion, doesn’t it? There are some pretty doggone cool feature requests out there, like easily exporting query results to Excel, clicking on column headers to sort the data client-side, keeping actual plans enabled for all tabs, and more. Wouldn’t it be cool to start getting more of those features delivered?
But the devil is in the details. Once SSMS ads go in place, Microsoft can say things like:
- “The SQLCon ad didn’t pay us much, but we’ve got a really good ad offer for boner pills, so we’re running that one.”
- “We decided to grow the ad size to 25% of SSMS’s screen real estate, and it’s an animated banner now.”
- “Sorry, this quarter’s ads didn’t perform well, so we can’t afford to dedicate enough dev time to build the top-voted feature because it’s too hard.”
- “While we wait for your query results, we’re going to play a video.”
- “We only get paid for the video completions, so we’re going to hold your query results until after the 15-second video completes.”
It’s a really slippery slope, and it goes downhill fast.
Once a vendor starts showing ads to users – especially paying users – they’ve already decided that they don’t value the user’s time or screen real estate. They will continue to make uglier and uglier decisions. They might justify the ads by saying they’ll need the money for feature development today, but never disclose what percentage of the revenue actually goes towards development – and they’ll revise that number down over time.
So should SSMS have ads? In a perfect world, where Microsoft discloses how much revenue those ads are bringing in, and makes a commitment to users about how much of the revenue will be spent on feature development – we could have a discussion.
But that ain’t the world we live in.
In this world, Microsoft as a company has long ago decided that even paying consumers should see ads. I think it’s probably a lost battle, but if you think there’s still a chance that we could keep ads out of SSMS, you can vote on the SSMS ad feedback item here.































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