Microsoft Curate

Part of Microsoft Advertising's integrated programmatic stack; one of few enterprise-grade curation platforms with direct SSP integration and Microsoft's data and identity assets behind it.

Microsoft Curate is a programmatic advertising curation platform that sits within the Microsoft Advertising suite, originally developed by Xandr (formerly AppNexus) before Microsoft's acquisition of Xandr in 2022. It serves as the curation layer of the former Xandr product trio — alongside Microsoft Invest (DSP) and Microsoft Monetize (SSP) — allowing curators, data owners, and media companies to create curated marketplaces of premium supply with custom audience data layered on top. Curators can package inventory from publishers on the Microsoft Monetize SSP and make it available to buyers through deal IDs, enabling differentiated, data-enriched supply paths. In the AdTech ecosystem, Microsoft Curate occupies a distinct niche as a curation-as-a-service tool, empowering intermediaries such as data companies, agencies, and media owners to add value to supply without owning media directly. This positions it within the growing 'curation' trend in programmatic advertising, where third parties aggregate and enhance supply paths to offer buyers more targeted, brand-safe, or contextually relevant inventory. The platform connects tightly with Microsoft Monetize's publisher supply and Microsoft Invest's demand side, creating a vertically integrated stack. As of mid-2025, Microsoft has confirmed that Curate remains active and under ongoing maintenance and development, distinguishing it from Microsoft Curate for Commerce, which is a separate retail media-focused product. Microsoft Curate targets sophisticated AdTech operators — data companies, independent curators, and agencies — who want to build differentiated supply products at scale within the open programmatic ecosystem.