[Digiday] ‘Reclaim a seat at the table’: Microsoft is diversifying its advertising business

Updated: August 20

Microsoft is diversifying its ad business as it continues to look for areas of growth and refines its B2B focus. 

In early August, the company announced that it had acquired the retail advertising start-up, Promote IQ, which helps clients like Kohl’s and Office Depot get ads onto their e-commerce offerings. Media buyers see this acquisition as the latest move for the company to expand its ads offering beyond search via Bing — which was rebranded to Microsoft Advertising this past April — and differentiate its offering. 

Read the full article with Pacvue commentary here.