Non-MSI setups can be published via Active Directory- but not assigned. Through the creation of a ZAP file (sample below) you can publish setups, but they must be triggered by a user and cannot take advantage of elevated privileges. It also cannot be installed on first use of the software or associated feature and rollbacks must be handled by the legacy installation routine being deployed. That said, it can be a helpful means of getting software out there in some environments.
FriendlyName = "Microsoft Excel 97"
SetupCommand = "long folder\setup.exe" /unattend
SetupCommand = "setup.exe"
DisplayVersion = 8.0
Publisher = Microsoft
See Q231747 for more details.