Microsoft scooped up New York-based PromoteIQ, a startup that helps retailers build digital advertising and e-commerce offerings
for an undisclosed amount.
PromoteIQ brings with it a roster of big-name
customers, including Kroger, Kohl’s and Overstock.com. The start-up will
continue to operate under its name and will become a division of Microsoft
Advertising.
PromoteIQ noted that the retail landscape
is changing, and Microsoft brings “a humble, thoughtful approach to building
out the defining operating system to power the future of commerce. PromoteIQ
has pioneered the private marketplace approach to digital vendor marketing.
PromoteIQ technology strategically complements Microsoft’s current retail
advertising offerings.
Microsoft earlier this year separated its
advertising division from the search engine Bing, to signify that the organization has ambitions beyond search. The change came almost a year after
the debut of Microsoft Audience Network, a program that uses artificial
intelligence and data from Microsoft services including Bing, MSN, Outlook,
Skype and LinkedIn to help advertisers target native ads to specific audiences
based on their online activities.
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