Microsoft launches ‘Curate for Commerce’ for retailers to monetize first-party data
TL;DR
- Microsoft Advertising has introduced ‘Curate for Commerce’ to display targeted ads from non-endemic partners using first-party data.
- It also launched ‘Sponsored Promotions by Brands’ for cost-per-sale advertising across Microsoft’s network.
- Curate for Commerce is in the pilot stage, while Sponsored Promotions is in closed beta.
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Microsoft Advertising has expanded its ad capabilities with two new products for retailers. The offerings, ‘Curate for Commerce’ and ‘Sponsored Promotions by Brands (SPB),’ aim to use first-party data use, and extend the reach of advertising campaigns.
Curate for Commerce for monetizing first-party data
Microsoft says Curate for Commerce will let retailers use their first-party data to offer targeted, relevant ads from “non-endemic” partners. The company claims the tool will allow retailers to expand beyond their traditional markets and attract more advertisers.
According to the platform, Curate for Commerce will also provide a support team to manage advertiser relationships on behalf of retailers and provide a centralized platform to handle data, media, monetization, and operations.
This feature is currently available in the pilot stage.
Sponsored Promotions by Brands for cost-per-sale advertising
Sponsored Promotions by Brands will allow advertisers to connect with shoppers across Microsoft Edge, Bing, and retail partner websites. SPB will enable advertisers to set up a single campaign to reach multiple retail partners.
Microsoft says advertisers using SPB will operate on a cost-per-sale model. They only pay when a promoted product is purchased.
The update is currently in closed beta and expected to launch later this year.