{"id":4915,"date":"2023-06-23T21:00:34","date_gmt":"2023-06-23T21:00:34","guid":{"rendered":"https:\/\/afreeurl.com\/?p=4915"},"modified":"2023-06-23T21:00:34","modified_gmt":"2023-06-23T21:00:34","slug":"microsoft-announces-platform-name-changes-amid-market-acceleration","status":"publish","type":"post","link":"https:\/\/afreeurl.com\/?p=4915","title":{"rendered":"Microsoft announces platform name changes amid market acceleration"},"content":{"rendered":"

<\/p>\n

Microsoft recently announced numerous name changes to a handful of its platforms.<\/span><\/p>\n

Microsoft Ads has accelerated its digital footprint through renowned partnerships over the past few years.<\/span><\/p>\n

Platform name changes are the result of what the changes represent.<\/span><\/p>\n

A quick background<\/h2>\n

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.<\/span><\/p>\n

Let’s take a look at a brief timeline of Microsoft Ads partnership developments:<\/span><\/p>\n

2019<\/strong>: Announced the acquisition of PromoteIQ’s retail media solution<\/span>
\n2022<\/strong>: The acquisition of Xandr (formerly Appnexus) has been announced. <\/span>
\n2022<\/strong>: Netflix selects Microsoft as global ad technology and sales partner<\/span>
\n2023<\/strong>: Roku Advertising joins forces with Microsoft Ads for cross-platform collaboration<\/span><\/p>\n

Each acquisition and partnership led to the capture of additional online market share.<\/span><\/p>\n

Maximizing your digital solutions<\/h2>\n

Microsoft Ads is usually known for its search advertising platform (formerly Bing).<\/span><\/p>\n

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.<\/span><\/p>\n

Microsoft currently supports many more offers on its advertising platform, including:<\/span><\/p>\n

search<\/span>
\nshow<\/span>
\nnative<\/span>
\nRetail media<\/span>
\nvideo<\/span>
\nConnected TV (CTV)<\/span><\/p>\n

With scaled offerings and the addition of new customers and new verticals, Microsoft <\/span>strategic expansion<\/span><\/a> 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.”<\/span><\/p>\n

Unifying the Microsoft brand<\/h2>\n

The two name change announcements are related to the acquisitions of PromoteIQ and Xandr.<\/span><\/p>\n

PromoteIQ will convert now <\/span>Microsoft Retail Media.
\nXandr Solutions will convert now <\/span>Microsoft Monetize, Microsoft Invest and Microsoft Curate.<\/p>\n

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.<\/span><\/p>\n

Adding AI to advertising platforms<\/h2>\n

In addition to the name changes, Microsoft hinted at upcoming AI developments shortly.<\/span><\/p>\n

In 2023, Microsoft launched an AI-based search and Edge browser for users, receiving positive feedback.<\/span><\/p>\n

Now, Microsoft is committed to bringing generative AI to its advertising platforms.<\/span><\/p>\n

Earlier today, Microsoft introduced its predictive targeting tool to the ad platform.<\/p>\n

While not commenting on any other specific updates, Microsoft noted the following areas where advertisers could see AI built into:<\/span><\/p>\n

Automate the creation of campaign assets at scale<\/span>
\nEfficiencies in campaign management<\/span>
\nSupport a broader set of advertising objectives<\/span><\/p>\n

Updates to the advertiser and publisher AI platform follow some Google Ads updates.<\/span><\/p>\n

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).<\/span><\/p>\n

Why are these changes important?<\/h2>\n

The point of these name changes is how Microsoft talks about the value and offerings of each platform.<\/span><\/p>\n

From an advertiser and publisher perspective, the name changes make sense.<\/span><\/p>\n

A simplified and recognizable name gives Microsoft an advantage in attracting more brands, big retail brands.<\/span><\/p>\n

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.<\/span><\/p>\n

There may be other competing factors influencing the name change.<\/span><\/p>\n

Earlier this month, The Trade Desk (TDD) announced significant updates to its programmatic platform to shake up Big Tech’s monopoly.<\/span><\/p>\n

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.<\/span><\/p>\n

Summary<\/h2>\n

Microsoft is growing its search footprint and diversifying against other players.<\/p>\n

The acquisition of PromoteIQ shows its strategic focus on the retail industry and its offerings are unique and something that Google doesn’t have.<\/p>\n

Use cases for different industries are also evident in Microsoft’s offerings.<\/p>\n

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.<\/p>\n

Featured image: Primakov\/Shutterstock<\/p>\n

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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… <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4915","post","type-post","status-publish","format-standard","hentry","category-seo-news"],"_links":{"self":[{"href":"https:\/\/afreeurl.com\/index.php?rest_route=\/wp\/v2\/posts\/4915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/afreeurl.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/afreeurl.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/afreeurl.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/afreeurl.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4915"}],"version-history":[{"count":0,"href":"https:\/\/afreeurl.com\/index.php?rest_route=\/wp\/v2\/posts\/4915\/revisions"}],"wp:attachment":[{"href":"https:\/\/afreeurl.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/afreeurl.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/afreeurl.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}