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Microsoft Expands Its Retail Media Network

Microsoft Retail Media and Mood Media are Collaborating to Bring Multiple Channels to Market

The relationship between Microsoft Retail Media, a division of Microsoft Advertising, and Mood Media company Vibenomics might seem complicated, but it is not. It is actually as simple as it can be for two completely different businesses. The biggest common goal is that both want to support in-store retail.

The two companies are collaborating to bring multiple channels to market, running tests with brands and retail-media networks in the grocery space across mutual clients.

These test campaigns consist of running simultaneous audio advertising in a physical store, digital advertising on the retail website, and using geographic controls to provide incremental lift of each type of media and as a combined omnichannel strategy.

Early tests show significant lift as a combined messaging tactic.