Amazon Ads and Microsoft have announced a new partnership that will make Amazon DSP the preferred platform for Microsoft Invest customers. As sellers already know, Microsoft is phasing out its own demand-side platform. The transition begins immediately across North America, Latin America, Europe, and Asia-Pacific. All in all, this will bring Microsoft advertisers into Amazon’s full advertising ecosystem.
For brands, this move means access to Amazon’s powerful DSP capabilities. Amazon’s system combines rich first-party shopper data with advanced automation and audience insights. Advertisers using Amazon DSP can plan, buy, and measure campaigns across multiple channels. All while reaching customers both on and beyond Amazon. To ensure a smooth migration, advertisers will receive dedicated onboarding support through Amazon Ads representatives. There will also be certified activation partners who can guide sellers through setup, optimization, and reporting.
The partnership also includes a new integration between Microsoft Monetize and Amazon’s Certified Supply Exchange program. This collaboration gives Amazon DSP advertisers easier access to Microsoft’s open internet ad inventory and unique deals. One major benefit is the introduction of Amazon Shopper Insights packages. These blend Amazon’s audience data with Microsoft’s ad placements to help advertisers target audiences more effectively, even outside the Amazon retail environment.
Both companies view the partnership as a step toward deeper collaboration. Alan Moss, Amazon’s VP of Global Ad Sales, said the focus is on delivering a seamless transition and stronger campaign performance for migrating advertisers. Lynne Kjolso, Microsoft’s VP of Global Partnerships and Retail Media, added that working together “empowers customers and strengthens the industry as a whole.”
The takeaway is clear: Amazon DSP is expanding its reach far beyond retail media, becoming a leading programmatic platform for advertisers looking to connect with consumers across the web.