Advertisers using Microsoft’s year-old customer data platform – Dynamics 365 Customer Insights – to house their first-party data can now activate that data through the Microsoft Advertising platform, the company said Tuesday at its Business Applications Summit.
Microsoft Advertising houses two main assets. The first is the Microsoft Search Network, which sees 14.6 billion monthly searches globally across nearly 700 million unique users. The network now has roughly 14 per cent of desktop search market share across the world and 37 per cent in the US.
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The second asset is the Microsoft Audience Network, which is Microsoft’s native advertising solution and its answer to Facebook’s Audience Network or the Google Display Network. Advertisers can target audiences on Microsoft News, Outlook and the Microsoft Edge browser across more than 1 billion Windows devices.
As part of Tuesday’s announcement, Microsoft is also making its Customer Match targeting capability, in beta since last year, generally available in all markets other than the EU, UK and China.