Microsoft Advertising is enhancing retail media with two new innovations: Curate for Commerce and Sponsored Promotions by Brands (SPB). These tools are designed to support brands and retailers in leveraging commerce media as a crucial growth strategy.
Curate for Commerce
Curate for Commerce addresses common challenges faced by retailers, such as limited resources and advertiser relationships. It allows retailers to utilize first-party data to deliver targeted ads from non-endemic partners across the web. Key features include:
- Driving Incremental Revenue: Retailers can monetize their first-party data to boost revenue.
- Minimal Investment Required: Retailers can generate revenue with little investment in technology, relying on Microsoft Advertising for deal operations.
- Unlocking New Audiences: The platform helps retailers attract advertisers outside their traditional markets while ensuring ad relevance.
- Simplifying Operations: Curate serves as a centralized platform for data management and monetization.
For advertisers, Curate provides access to reliable first-party data, enabling personalized campaigns that yield better results. Top retailers are piloting this program to enhance their commerce media initiatives.
Sponsored Promotions by Brands (SPB)
SPB allows brands to engage shoppers through Microsoft Edge, Bing, and retail partner websites. It embeds ads into critical consumer touchpoints, creating personalized experiences. Key aspects include:
- Cost per Sale Model: Advertisers incur costs only when a shopper purchases the promoted product.
- Single Campaign Management: Advertisers can manage one campaign across multiple retailers, enhancing operational efficiency.
Currently in closed beta, SPB is expected to launch later this year.
Conclusion
Both Curate for Commerce and Sponsored Promotions by Brands exemplify Microsoft Advertising's commitment to empowering the commerce media landscape. With a focus on leveraging first-party data and enhancing shopper experiences, these innovations aim to drive growth for brands and retailers alike.
