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Microsoft reveals adjustments to advertising platforms

Microsoft is undergoing a transformation in its digital advertising business and announced a series of strategic changes to its acquisition platforms. Additionally, the company is integrating artificial intelligence (AI) into its ad solutions, aiming to accelerate growth in this constantly evolving market.

One of the main new features is the renaming of several of the company's advertising platforms. Microsoft Ads, for example, is consolidating itself as a strong brand and aims to expand its digital presence through partnerships with big names in the industry. These name changes reflect the company's commitment to keep up with market changes and offer innovative solutions to advertisers.

The technology company also has plans to incorporate AI into your advertising platforms, aiming automate campaign creation and provide a more efficient and personalized experience for advertisers. The integration of AI will allow you to optimize the audience segmentation process, making more targeted and effective campaigns.

These changes represent an important step for Microsoft towards boosting its growth in the digital advertising market, especially across channels like search, native, video, and connected TV. The company is committed to offering advertisers comprehensive and innovative solutions, aligned with industry demands and trends.

With these strategic updates, it consolidates its position as one of the leading providers of digital advertising solutions. The name changes across its platforms reflect the impact and significance of these transformations, highlighting the company's commitment to providing advanced and effective tools to help advertisers reach positive results in your campaigns.

As Microsoft continues to invest in technology and inovation, we can expect more advancements and improvements to their advertising platforms in the future, benefiting both advertisers and target audiences. Stay tuned for news and take advantage of the opportunities offered by the constant evolution of this dynamic market.

Microsoft Ads: Evolution and Strategic Partnerships

Microsoft Ads has undergone significant transformations over the past four years, focusing its efforts on creating a comprehensive ecosphere that supports advertisers, partners, publishers and end consumers.

Let's take a brief trip back in time to understand the Microsoft Ads development and partnership timeline:
2019: Acquisition of PromoteIQ In 2019, Microsoft Ads announced the acquisition of PromoteIQ, a retail media. This strategic partnership has enabled Microsoft to expand its presence in the retail industry and provide advertisers with a more comprehensive platform to reach their target audiences.

2022: Acquisition of Xandr (formerly Appnexus) In the year 2022, Microsoft Ads made another important acquisition, this time acquiring Xandr (formerly known as Appnexus). This acquisition strengthened Microsoft's position in the digital advertising market, expanding its ability to offer innovative and effective solutions to advertisers and publishers.

2022: Partnership with Netflix In a strategic move, Netflix has chosen Microsoft as its global advertising technology and sales partner. This strategic partnership allowed Netflix to leverage Microsoft Ads expertise to more efficiently reach its target audience and deliver relevant advertising experiences to Netflix users. streaming platform.

2023: Collaboration with Roku Advertising In the year 2023, Roku Advertising joined forces with Microsoft Ads in a cross-platform advertising collaboration. This strategic partnership aims to explore synergies and offer advertisers a more comprehensive and effective way to reach audiences across multiple streaming platforms.
Each acquisition and partnership carried out by Microsoft Ads represented an opportunity to capture additional share in the online market. These strategies demonstrate Microsoft's commitment to strengthening its presence in the digital advertising industry and offering innovative solutions that meet the needs of advertisers and partners.

As Microsoft Ads continues to evolve, we can expect more strategic developments and partnerships that will further drive its presence in the digital advertising market and will benefit both advertisers and end consumers.

Maximize your Digital Solutions with Microsoft Ads

O Microsoft Ads is widely known for its search advertising platform, formerly known as Bing. Although Microsoft Bing search only represents 7% of the market share, this platform offers opportunities for growth through its audience and native ad platform offerings. Microsoft currently offers a wide variety of options on its advertising platform, including:
  • Search: Through search, your brand can reach a segmented audience interested in your products or services.
  • Display: With the display advertising option, you can display your message in a visually appealing way on Microsoft partner sites, expanding your reach.
  • Native: Native advertising allows for a more harmonious integration with editorial content, increasing audience engagement.
  • Retail Media: The Microsoft platform also offers advertising opportunities specifically targeted at the retail sector, reaching potential consumers.
  • Videographer: With the growing popularity of online videos, video ads can be an effective way to engage your target audience and convey your message dynamically.
  • Connected TV (CTV): Through connected TV, you can reach your audience on their television screens, leveraging the potential of streaming advertising.
With this wide variety of offerings and the attraction of new customers and verticals, the company is strategically expanding its presence in the market. It combines the power of a search engine, news distribution, operating system, business network, browser and gaming platform, offering a complete solution for advertisers and publishers, as well as a retail media stack.

Adding Artificial Intelligence to Ad Platforms

In addition to the recent name changes, Microsoft revealed its upcoming advancements in AI. In 2023, the company launched a survey with artificial intelligence on Bing and an Edge browser for users, garnering positive feedback.

Now, Microsoft promises to implement the Generative AI on their advertising platforms. Recently, Microsoft announced its new predictive targeting tool on the ad platform.

While it hasn't released detailed information about other updates, Microsoft has highlighted the following areas where advertisers will be able to benefit from AI:
  • Automating the creation of large-scale campaign assets.
  • Improved management efficiency Marketing campaign.
  • Support a broader set of advertising objectives.
These updates to advertiser and publisher platforms follow recent advances in Google Ads. Google Ads already supports automated resource creation for high-performance campaigns, which indicates that Microsoft's version will be a rapid evolution (although not confirmed).

Why are name changes important to Microsoft?

Microsoft decided to make name changes to its platforms with the aim of conveying the value and offerings of each of them more clearly and efficiently.

These name changes are beneficial for both advertisers and publishers. A simplified, recognizable name gives Microsoft an advantage in attracting large retail brands, increasing its market presence.

Considering that Xandr offers several solutions, Microsoft's strategy of segmenting these offerings is a wise decision. With simpler names, advertisers and publishers can better understand which platform is best suited to their needs. Additionally, there may be other competitive factors that also contributed to the name change.

Recently, The Trade Desk (TDD) announced significant updates to its programmatic platform, aiming to challenge the monopoly of big tech companies.

With the emergence of more brands on the market and the improvement of its solutions, Microsoft seeks to position itself as a relevant player in this scenario. The company is quickly becoming an international force, delivering advertising capabilities in 187 markets and 35 languages.

These name changes are a reflection of Microsoft's commitment to providing effective advertising solutions and remaining competitive in the constantly evolving marketplace.
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