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.

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