Microsoft recently announced numerous name changes to a handful of its platforms.
Microsoft Ads has accelerated its digital footprint through renowned partnerships over the past few years.
Platform name changes are the result of what the changes represent.
A quick background
Over the past four years, Microsoft Ads has transformed its business to focus on creating an ecosphere that supports advertisers, partners, publishers and end consumers.
Let’s take a look at a brief timeline of Microsoft Ads partnership developments:
2019: Announced the acquisition of PromoteIQ’s retail media solution
2022: The acquisition of Xandr (formerly Appnexus) has been announced.
2022: Netflix selects Microsoft as global ad technology and sales partner
2023: Roku Advertising joins forces with Microsoft Ads for cross-platform collaboration
Each acquisition and partnership led to the capture of additional online market share.
Maximizing your digital solutions
Microsoft Ads is usually known for its search advertising platform (formerly Bing).
Although Microsoft Bing search only accounts for 7% of the market share, its audience and native ad platform offerings have allowed for other growth opportunities.
Microsoft currently supports many more offers on its advertising platform, including:
search
show
native
Retail media
video
Connected TV (CTV)
With scaled offerings and the addition of new customers and new verticals, Microsoft strategic expansion is “bringing together the power of a search engine, news distribution, operating system, enterprise network, browser and gaming platform combined with a supply-side platform for publishers, a demand-side platform for advertisers and a stack of retail media.”
Unifying the Microsoft brand
The two name change announcements are related to the acquisitions of PromoteIQ and Xandr.
PromoteIQ will convert now Microsoft Retail Media.
Xandr Solutions will convert now Microsoft Monetize, Microsoft Invest and Microsoft Curate.
According to Microsoft’s announcement, the updates will roll out throughout the rest of 2023. There are no immediate changes to ad campaigns, retail media programs, or website monetization services.
Adding AI to advertising platforms
In addition to the name changes, Microsoft hinted at upcoming AI developments shortly.
In 2023, Microsoft launched an AI-based search and Edge browser for users, receiving positive feedback.
Now, Microsoft is committed to bringing generative AI to its advertising platforms.
Earlier today, Microsoft introduced its predictive targeting tool to the ad platform.
While not commenting on any other specific updates, Microsoft noted the following areas where advertisers could see AI built into:
Automate the creation of campaign assets at scale
Efficiencies in campaign management
Support a broader set of advertising objectives
Updates to the advertiser and publisher AI platform follow some Google Ads updates.
Google Ads already supports automatic asset creation for top-performing campaigns, so this announcement sounds like Microsoft’s version will be a quick follow (although that hasn’t been confirmed).
Why are these changes important?
The point of these name changes is how Microsoft talks about the value and offerings of each platform.
From an advertiser and publisher perspective, the name changes make sense.
A simplified and recognizable name gives Microsoft an advantage in attracting more brands, big retail brands.
Because Xandr has multiple solutions, Microsoft’s strategy to segment solution offerings is the right move. Solutions are simpler for advertisers and publishers to understand which platform is right for them.
There may be other competing factors influencing the name change.
Earlier this month, The Trade Desk (TDD) announced significant updates to its programmatic platform to shake up Big Tech’s monopoly.
As more brands emerge and their solutions become more sophisticated, Microsoft is looking for a seat at the table. Microsoft is quickly becoming a major international force with advertising capabilities in 187 markets and 35 languages.
Summary
Microsoft is growing its search footprint and diversifying against other players.
The acquisition of PromoteIQ shows its strategic focus on the retail industry and its offerings are unique and something that Google doesn’t have.
Use cases for different industries are also evident in Microsoft’s offerings.
If you don’t advertise with Microsoft in any way, don’t dwell on the opportunity too long. Its capacity for growth seems to be beginning.
Featured image: Primakov/Shutterstock
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