What: Microsoft plans to help retailers willing to go retail media.

Why it is important: The race to retail media is going to intensify soon.

Microsoft has unveiled a new advertising network for U.S. retailers to streamline the initiation of retail media campaigns. This platform connects retailers with a broad consumer base, amplifies their offsite reach to boost website traffic via co-branded ads, and introduces an alternative purchasing route. Even those with their own retail media marketplaces can tap into this network for extra high-margin revenue. Establishing a retail media program usually demands considerable effort and resources, but Microsoft promises a swift and profitable program launch. The tech giant acquired PromoteIQ, which later became Microsoft Retail Media, to aid retailers in enhancing shopping experiences. Retailers now leverage AI and ML to offer tailored ads. Insider Intelligence reports underscore the growing influence of retail media in search ad spending, with Amazon dominating the scene. U.S. retail media search ad income is predicted to grow significantly faster than other search advertising in the current year.

Microsoft goes Retail Media