Group 1 - Microsoft Advertising's DSP platform, Invest, will be shut down by February 28, 2026, with advertisers being transitioned to Amazon's DSP [8][12] - Amazon and Microsoft have established a partnership where Microsoft's SSP platform, Monetize, will join Amazon's Certified Supply Exchange (CSE) program, becoming a key supply source on Amazon's DSP [1][16] - Microsoft has shifted its focus from building a complete advertising stack to a "conversational advertising experience" driven by AI, indicating a strategic pivot away from traditional DSP operations [5][7] Group 2 - The DSP market share for Microsoft's Invest has been relatively small, ranging between 6-8%, making it less competitive compared to major players like Google and Amazon [6][12] - The operational complexity and long-term investment required to run a global DSP were deemed unsustainable for Microsoft, leading to the decision to exit this segment [6][7] - Microsoft retains its SSP platform, Monetize, which focuses on internal efficiency rather than external competition, allowing it to optimize its own advertising inventory [9][11] Group 3 - The partnership with Amazon allows Microsoft to leverage Amazon's extensive data and resources, enhancing the efficiency of ad placements through a combination of external and internal targeting [16][18] - This collaboration may lead to increased demand for ad placements on Microsoft's Monetize platform, potentially improving fill rates and pricing for media partners [18][20] - The integration into Amazon's CSE requires adherence to Amazon's operational rules, which may limit the flexibility of Microsoft's SSP in the long term [20][24] Group 4 - The shift towards a more closed and integrated advertising ecosystem reflects a broader industry trend where platforms prioritize control over neutrality, impacting the dynamics of digital advertising [28][30] - The evolving landscape suggests that achieving neutrality and independence in digital advertising is becoming increasingly challenging, with a shift towards efficiency-driven ecosystems [29][30]