Microsoft transitions advertisers to Amazon DSP
The move lets brands move ad buying to Amazon DSP for access to premium and CTV inventory
Microsoft has named Amazon DSP as its preferred transition partner for Microsoft Invest customers, marking a major step in its plan to phase out its own demand-side platform.
In a post, the company confirmed that the transition begins immediately and will be completed by February 28, 2026, when Microsoft Invest officially shuts down.
This move continues Microsoft’s earlier announcement in May to shift away from operating a DSP and instead focus its advertising technology efforts on the Microsoft Advertising Platform, including Microsoft Monetize and Microsoft Curate.
Through the partnership, brands will be able to move their ad buying from Microsoft Invest. The company says it aims to ensure advertisers continue to have access to premium ad inventory.
According to Microsoft, Amazon DSP was selected because of its “ability to deliver exceptional results by leveraging real shopping behaviors, extensive reach, and premium placements” across its sites, apps, and connected TV properties.
Advertisers to gain access to Amazon’s premium inventory
As part of the transition, Microsoft Invest advertisers will now use Amazon DSP to buy ads. That means they will gain access to Amazon’s owned properties. The companies said the partnership will help advertisers maintain campaign performance during the migration. Amazon’s DSP combines shopper data, AI-driven insights, and access to connected TV and display inventory, which the company claims can deliver measurable results.
The shift will apply to advertisers in North America, Latin America, Europe, and Asia-Pacific, with both companies working together to support the process throughout the transition period.
Microsoft Monetize joins Amazon’s Certified Supply Exchange
In addition to transitioning its advertisers, Microsoft is expanding its supply-side reach. Microsoft Monetize will now serve as a preferred supply-side platform (SSP) within Amazon’s Certified Supply Exchange program.
This integration will allow Amazon DSP advertisers to access Microsoft’s open internet inventory and ad deals through Monetize. It will also give them access to packages that combine Amazon’s shopping data with Microsoft’s publisher ecosystem.
Amazon extends its reach across the open web
The collaboration strengthens Amazon’s growing presence across the open internet. Recently, Amazon has expanded its DSP by securing partnerships with Netflix, Spotify, Roku, Disney, and SiriusXM. Integrating Microsoft’s programmatic marketplace builds on that expansion.
In the U.S. alone, Amazon DSP advertisers can already reach around 80 million connected TV households. With Microsoft’s Monetize platform added to its network, advertisers will now have a broader path to reach audiences beyond Amazon’s owned media.