Microsoft Advertising is strengthening its position in the commerce media space with two new products that help retailers monetize their first-party data and enable brands to reach shoppers across multiple retail platforms.
Details. The two new products are:
- Curate for Commerce:
- Helps retailers monetize first-party data through non-endemic advertising partnerships.
- Microsoft handles advertiser relationships and deal operations.
- Requires minimal technology investment from retailers.
- Already being piloted by major retailers like Kohl’s.
- Sponsored Promotions by Brands (SPB):
- Allows brands to reach shoppers across Microsoft Edge, Bing, and retail partner sites.
- Operates on a cost-per-sale model.
- Enables single-campaign setup across multiple retailers.
- Currently in closed beta, launching later this year.
Why we care. The Curate for Commerce platform gives you exclusive access to retailers’ highly accurate first-party data, which is far more reliable than traditional third-party data for targeting known customers. The Sponsored Promotions by Brands tool introduces a low risk, cost-per-sale model that lets advertisers reach shoppers across multiple retail platforms through a single campaign setup, eliminating the complexity of managing separate campaigns for each retailer.
These innovations essentially provide advertisers with both precision targeting capabilities and streamlined campaign management, all while only paying for actual sales conversions.
Between the lines. These tools reflect a significant shift in retail media, where retailers’ first-party data is becoming increasingly valuable as third-party data becomes less reliable.
Bottom line. Microsoft is positioning itself as a key player in commerce media by offering solutions that benefit both retailers and brands while simplifying the operational complexity of retail media programs.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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