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Core Insights - Microsoft has announced the closure of its Demand Side Platform (DSP) Invest by February 28, 2026, and has partnered with Amazon to transfer its advertising clients to Amazon's DSP [2][3][4] - Microsoft will retain its Supply Side Platform (SSP) Monetize, which will join Amazon's Certified Supply Exchange (CSE) program, allowing it to become a core supply source for Amazon's DSP [4][11][19] Group 1: Microsoft’s Advertising Strategy - Microsoft initially aimed to build a complete programmatic advertising stack, including both DSP and SSP, but has shifted focus towards a "conversational advertising experience" driven by AI [5][7] - The advertising revenue for Microsoft reached $3.4 billion in Q2 2025, marking a 9.2% year-over-year increase, indicating a strong position in the global advertising market [6] - The DSP business has not been a significant growth driver for Microsoft, with a market share of only 6% to 8%, making it less competitive compared to major players like Google and Amazon [9][10] Group 2: Partnership with Amazon - Microsoft chose Amazon as the partner for its DSP business due to the lack of viable alternatives, as competitors like The Trade Desk and Google posed strategic challenges [15][17] - Amazon's extensive media inventory and data capabilities make it a suitable partner for Microsoft, allowing for enhanced advertising efficiency and targeting [17][21] - The collaboration allows Microsoft to leverage Amazon's shopping intent data, improving ad targeting and conversion rates for advertisers [20][21] Group 3: Implications for the Advertising Ecosystem - The integration of Microsoft's Monetize into Amazon's CSE will enhance the demand for ad inventory, potentially increasing fill rates and transaction prices for media publishers [22] - However, joining the CSE requires adherence to Amazon's standardized rules and pricing models, which may limit flexibility for SSPs and media publishers [24][25] - The shift towards a more closed and platform-driven advertising ecosystem raises concerns about the diminishing neutrality and independence of programmatic advertising [31][32][33]