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Brief

Microsoft Curate for Commerce

Retail Media

Enables retailers to monetize first-party shopper data through curated programmatic deals accessible in any DSP, without requiring advertisers to adopt a new walled-garden platform.

Last updated May 11, 2026 by ATDb automated enrichment

Founded
2024
HQ
Redmond, Washington, United States
Parent
Microsoft Advertising
Connections
2

At a glance

Employees
10001+
Stock
MSFT
1integrations1corporate family
Retail Media PlatformProgrammatic Platform

About

Emerging challenger in retail media infrastructure, leveraging Microsoft's scale and supply access to offer a DSP-agnostic curation layer for retailers seeking offsite monetization

Microsoft Curate for Commerce is a retail media solution launched in May 2024 that allows retailers to package and activate their first-party shopper data against offsite programmatic inventory. Rather than requiring advertisers to use a proprietary DSP, the platform enables retailers to create curated deal IDs that brands and agencies can activate through any demand-side platform of their choosing, dramatically lowering the barrier to retailer media adoption. Kohl's served as the launch partner, signaling Microsoft's intent to work with major omnichannel retailers seeking incremental offsite revenue streams.

Business model

Platform / Marketplace

Target market

Enterprise

What they offer

  • Microsoft Curate for Commerce

    Core curation platform allowing retailers to package first-party audience data with offsite programmatic supply and distribute curated deal IDs to any DSP

  • Offsite Audience Activation

    Enables retailers to extend their shopper audiences beyond owned and operated properties into the open programmatic ecosystem

  • Deal ID Distribution

    Generates curated deal IDs that brands and agencies can activate through their preferred DSP, removing platform lock-in

  • Criteo Commerce Media Integration

    Partnership announced July 2024 combining Microsoft supply and data infrastructure with Criteo's commerce media technology and demand

Key features

DSP-agnostic deal ID curationFirst-party retailer data activationOffsite programmatic supply access via Microsoft's ad networkRetailer audience packaging and segmentationIntegration with Criteo commerce media demandNo requirement for advertisers to adopt a new DSP

Use cases

Retailers monetizing first-party shopper data through offsite programmatic advertisingBrands activating retail audience segments outside of retailer-owned propertiesAgencies accessing curated retail media inventory through existing DSP workflowsRetailers extending sponsored product and display campaigns beyond their own websitesOmnichannel retailers building incremental offsite revenue streams from loyalty data

Customer segments

Large omnichannel retailers (e.g., Kohl's)Grocery and CPG-focused retailersBrand advertisers seeking retail audience targetingMedia agencies managing retail media budgetsRetail media networks seeking offsite monetization

Tech & specs

Technology stack

Xandr supply-side infrastructureMicrosoft programmatic ad stackFirst-party data clean room / audience matchingDeal ID / PMP programmatic pipesCriteo commerce media technology (via partnership)

Security & compliance

GDPRCCPAMicrosoft enterprise security standards

Deployment

Cloud

API

Limited

Corporate history
  • 2024Founded
Connection details

Explore further

3 views
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