On Tuesday, Microsoft announced the pilot release of the Microsoft Retail Advertising Network, which is designed to help more retailers monetize their website traffic. Brands using the broader Microsoft Advertising platform will be able to set up their campaigns to serve ads on Microsoft and partner properties, as well as on the website of retailers participating in the Microsoft Retail Advertising Network. The company also said it has plans to help power retailers’ offline campaigns as part of this new program.
Microsoft’s Retail Media Advertising Network is part of the company’s PromoteIQ offerings. PromoteIQ is a retail advertising startup Microsoft acquired in 2019, as it sought to better compete with rival Amazon’s fast-growing advertising business. Microsoft has worked with brands like Kohl’s, Kroger, and Office Depot as part of the PromoteIQ business. In a year when many retailers have launched or recently expanded their retail media networks, Microsoft has an opportunity to aggregate and operate a singular retail media platform that can help streamline buying ads across all channels.Modern Retail