Experiences refined for people
Microsoft’s new and refreshed audience targeting taxonomy within its Invest (formerly Xandr) platform presents a valuable opportunity for KORTX clients to enhance their programmatic advertising campaigns. This means access to extensive user data from Microsoft’s ecosystem, including search history from Bing, browsing data from Microsoft Edge, and user-level behaviors from other online Microsoft properties.
Microsoft’s Xandr Acquisition
Microsoft acquired Xandr from AT&T in 2022, integrating Xandr’s data-enabled technology and First-Party advertising solutions into Microsoft’s vision for a privacy-respecting, publisher-empowering digital ad marketplace.
Microsoft Invest (Xandr) audiences lets advertisers target engaged user segments with customizable options, using search intent signals and rich user profiles from diverse sources.
KORTX adopts a platform-agnostic approach to Demand-Side Platforms (DSPs), selecting each based on a campaign’s specific needs and the platform’s unique strengths.
Microsoft’s Invest (Xandr), as a key DSP in our ad tech stack, boosts our campaign optimization and client experiences, easily integrating into our proprietary ecosystems.
Previously, Microsoft-powered audiences were not programmatically accessible to KORTX. The new integration has changed this dramatically, granting us access to Microsoft’s valuable assets, such as Bing and Edge.
This integration provides a wealth of privacy-safe consumer data, allowing us to fine-tune our campaigns and target audiences more accurately with our custom solutions.
For each of our offerings, this means:
Microsoft audiences include more than a billion users. Access to these profiles means expanded reach to untapped audiences in your strategies. The audience data encompasses diverse user demographics, interests, and behaviors, allowing for more precise targeting.
Such an expansive yet nuanced approach allows for a broader reach while maintaining focus. You can tailor your audience strategy to engage with the people most likely to engage with your business.
Microsoft also has a proprietary ID graph powered by its data that reaches audiences regardless of device, including CTV (Connected TV).
Linking these activities across different digital touchpoints creates a detailed profile of each user’s behavior and preferences as they go about their day. This provides a people-centric approach to ad targeting.
Accessing a broader range of audiences enables more specific targeting, significantly increasing the likelihood of successfully converting them into customers.
With Microsoft audience data, we can use KORTX Campaign Advantage (KCA) with Split Assist™ to allocate your budget to reach specific audiences based on user intent signals.
KORTX’s Split Assist™, when used with Microsoft Audiences, becomes more powerful. It allows you to focus your spending on the most responsive segments of Microsoft’s diverse audience. How? SplitAssist is a tool within KCA created by KORTX engineers that optimizes splits automatically on a nightly basis – winners rise, losers fall.
This maximizes the impact of your campaigns so you reach the right audience without waste.
You can combine your First-Party data and Microsoft’s audience targeting segments to maximize your reach. For instance, if you’re a retailer, you may already have a strong database of customer preferences and purchase histories.
You can stretch your First-Party data even further by incorporating Microsoft’s data, which may include additional interests, search behaviors, and content interactions from a wider audience.
It also leads to more relevant advertising campaigns.
Example: Using its customer data, a travel agency reaches frequent travelers and supplements it with Microsoft’s data on travel-related search queries and other content. The agency can use this to craft campaigns tailored to particular audiences interested in their offering.
Axon Audience Framework supplements an advertiser’s First-Party data and can combine with Microsoft audiences for additional targeting capabilities. Axon collects and analyzes customer data from various touchpoints on a website, like device usage, geography, browsing behavior, and specific actions like purchases or registrations.
Microsoft audiences expand Axon’s capabilities to create more engaging customer experiences. From here, tools like KORTX’s Kampus, allow you to view real-time insights into your campaign performance and adapt your strategy as it unfolds. Kampus is a centralized hub for managing advertising campaigns, offering features such as campaign reporting, creative previews, and essential insights, all within a user-friendly interface.
Your strategy is never stagnant and constantly changes based on audience interactions, emerging trends, and more. Kampus can also work with KORTX’s Campaign Advantage with Split Assist to adjust your campaign in real time.
Our team has over ten years of experience working with Microsoft’s Invest. As Microsoft audiences are currently exclusively available within the Invest platform, our team’s in-depth familiarity with Invest’s capabilities means we can activate its full potential.
Before Invest, we worked extensively with data-based segments, including AT&T’s XAS segments. This means we know how to make the most of rich data points.
Why work with KORTX?
“When partnered with KORTX, you gain access to these free Microsoft data points programmatically without incurring additional costs. By integrating this data, we can refine audience segmentation and reach users based on their search history, browsing behaviors, and interactions within the Microsoft ecosystem.”
Microsoft Invest (Xandr) audiences significantly advance our data-driven advertising strategies, enhancing the entire KORTX process. This provides extensive Microsoft audience data access, enabling a broader yet targeted reach, greater purchasing power through precise audience profiling, and an enhanced First-Party data strategy.
With KORTX’s decade-long expertise in utilizing rich data points and the added advantage of accessing Microsoft’s data programmatically at no extra cost, advertisers can now explore and reach audiences they never knew they had, leading to the most successful campaign outcomes.
Our team is dedicated to delivering value and achieving your advertising objectives, whatever they are.
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