promotes its commitment to online advertising. The company has just announced the purchase of PromoteIQa company specialized in the eCommerce sector.
Although so far MicrosoftAdvertising, which was previously known as Bing Ads, has not had a great push, with the purchase of PromoteIQ, Microsoft seeks to compete directly with and specifically with promote IQ with Amazon’s onsite advertising platform.
What is PromoteIQ?
PromoteIQ is a platform dedicated to automated marketing with which advertisers and brands can run sponsored ads on participating eCommerce retailers in order to generate visibility and income from these sites.
To understand it: it generates advertising experiences for its customers like the ones we usually experience on Amazon. It is a platform designed so that a multi-brand e-commerce (example: El Corte Inglés) can have its own advertising platform on its website so that the brands that are sold within El Corte Inglés are promoted. So, just as Amazon does in its marketplace, El Corte Inglés could receive income from the brands that are sold on its website and want to boost their sales on the platform. This PromoteIQ has already successfully applied at clients such as Office Depot, Kroger, B&H Photo and Overstock.com
Additionally, PromoteIQ offers both retailers and advertisers analytics dashboards to track the performance of your campaigns.
Your offer is similar to the one that was acquired in 2016 by Criteo, and even Google experimented with displaying product listing ads on retail sites through its program in 2014, while Walmart did too. They have their own sponsored product ad offers.
In fact, PromoteIQ provides paid spaces in places like Target, Walmart and Amazon itself, however, since it works under the Azure system and not Amazon’s service, the AWS cloud, it could be a great alternative on the market.
“Together we have a unique opportunity to redefine and create the next generation of marketing within eCommerce. Microsoft’s strength in industry-leading artificial intelligence and machine learning, as well as a strong presence in the global retail market will allow us to grow PromoteIQ within Microsoft.” secured the startup through .
Microsoft seeks to strengthen its advertising business
The retail industry is constantly evolving. Microsoft has been trying to find its place in this industry for a long time, and with this acquisition could solidify your position with Microsoft Advertising.
A large number of eCommerces are achieving the expected success by being able to connect with your potential customers through different online marketing channels, but monitoring results has become difficult. PromoteIQ can provide detailed monitoring and analysis, and this factor can be the differential that Microsoft needs.
For its part, the company will now be able to combine PromoteIQ’s programmatic ad serving capabilities with its artificial intelligence and machine learning technology, hoping to speed up your business.
The PromoteIQ integration with Microsoft is expected to be completed by the end of 2019. “PromoteIQ has been a pioneer in bringing marketplaces closer to automated marketing. PromoteIQ’s technology strategically complements current retail advertising offerings at Microsoft, And together, we can offer retailers a portfolio of technology solutions to modernize their eCommerce platforms and maximize their monetization opportunities.”said , vice president of Microsoft Advertising.
In addition, he assured that current PromoteIQ clients will continue to use their platform, however, they will have more resources and support from Microsoft, also after their acquisition, lthe company will keep its nameand will only be integrated as a division of Microsoft Advertising.
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