Microsoft Curate

A leading enterprise-grade curation platform embedded within Microsoft Advertising's full-stack programmatic ecosystem, leveraging Xandr's legacy infrastructure and Microsoft's scale.

Microsoft Curate is a supply-side curation platform that originated from Xandr's technology stack, which Microsoft acquired from AT&T in 2021 and fully integrated into Microsoft Advertising. It is one of three core products derived from the former Xandr platform — alongside Microsoft Invest (DSP) and Microsoft Monetize (SSP) — and serves as the intermediary curation layer that allows data owners, publishers, and media companies to create curated packages of inventory and audience data for buyers to access via programmatic deals. The platform enables curators — which can include data companies, agencies, publishers, and independent curation specialists — to aggregate supply from multiple sources, apply proprietary data and targeting signals, and package that inventory into Private Marketplace (PMP) deals or Programmatic Guaranteed arrangements. This positions Microsoft Curate as a key enabler of the growing 'curation economy' in programmatic advertising, where intermediaries add value by combining quality inventory with unique data assets. It integrates tightly with Microsoft Monetize (the SSP) and Microsoft Invest (the DSP), creating a full-stack programmatic ecosystem. Microsoft Curate is distinct from 'Microsoft Curate for Commerce,' which is a separate retail media-focused product. The core Curate platform targets traditional programmatic curation use cases and is actively maintained as part of Microsoft Advertising's broader enterprise AdTech offerings. Microsoft has publicly affirmed continued investment in the Xandr-derived product suite as of mid-2025, positioning Curate as a differentiated offering in a market where curation has become a significant strategic trend following the deprecation of third-party cookies and increased focus on data clean rooms and first-party data activation.