Microsoft and Amazon Forge Major Ad Partnership
▼ Summary
– Microsoft is discontinuing its DSP, Microsoft Invest, and naming Amazon DSP as its preferred transition partner, reshaping its advertising strategy.
– The shutdown of Microsoft Invest will occur on February 28, 2026, as Microsoft shifts focus to its core advertising products like Microsoft Advertising Platform.
– Advertisers using Microsoft Invest will need to migrate campaigns but will gain access to Amazon’s audience insights, inventory, and performance capabilities.
– Microsoft Monetize will join Amazon Ads’ Certified Supply Exchange, allowing Amazon DSP advertisers to access Microsoft inventory and publishers to improve monetization.
– This partnership supports Microsoft’s pivot toward conversational and AI-driven advertising, providing a seamless bridge between the two platforms for advertisers.
In a significant development for the digital marketing world, Microsoft is set to discontinue its Microsoft Invest demand-side platform (DSP) and has officially designated Amazon DSP as its primary transition partner. This strategic alliance, effective February 28, 2026, marks a pivotal shift in Microsoft’s advertising approach, bringing two of the industry’s most influential players into a closer working relationship. Microsoft will now concentrate its efforts on its core advertising offerings, which include the Microsoft Advertising Platform, Monetize, and Curate.
This transition means that advertisers currently utilizing Microsoft Invest will need to migrate their campaigns, data, and established workflows. The change, however, promises substantial benefits. Advertisers will gain access to Amazon’s extensive audience insights, premium advertising inventory, and robust performance tools. This integration allows for campaign execution across both the Amazon and Microsoft ecosystems, potentially driving better results.
A key component of the partnership involves Microsoft Monetize joining the Amazon Ads Certified Supply Exchange program. This move opens up premium Microsoft inventory and curated advertising deals to Amazon DSP users. These deals are enhanced by combining Amazon’s valuable shopping behavior data with the supply available through Microsoft Monetize. For publishers using Microsoft Monetize, this translates into exposure to a wider pool of high-quality advertiser demand, which can lead to improved monetization and operational efficiency.
Microsoft has publicly stated its dedication to ensuring a smooth and well-supported transition for all its advertising clients. The company described Amazon DSP as a natural fit for advertisers who prioritize scale, performance, and transparency in their digital campaigns. This partnership is a clear indicator of Microsoft’s strategic pivot towards conversational and AI-powered advertising solutions. For the advertising community, the collaboration effectively creates a seamless bridge between the two powerful platforms, offering a more unified and potentially more effective advertising environment.
(Source: Search Engine Land)