Microsoft Hands the DSP Keys to Amazon. A Shift That Redefines Programmatic Power. 💡 Microsoft is officially stepping back from the DSP race — naming Amazon DSP as its preferred transition partner for advertisers on Microsoft Invest. The move marks a turning point: two of tech’s biggest ecosystems now directly intertwining in the programmatic supply chain. 🗓️ Timeline: The transition starts immediately and completes by February 2026, when Microsoft Invest shuts down. 🚀 What’s Changing: ◾ Brands will shift their ad buying from Microsoft’s DSP to Amazon DSP, gaining access to premium display and CTV inventory. ◾ Microsoft Monetize joins Amazon’s Certified Supply Exchange, giving Amazon DSP advertisers access to Microsoft’s open web inventory. ◾ Both companies will now share data signals, ad tech infrastructure, and supply paths — effectively fusing two massive ecosystems. 💡 Why It Matters: This isn’t just another tech partnership. It’s a structural shake-up in the digital ad landscape. Amazon gains programmatic scale beyond its retail empire — expanding deeper into CTV, open web, and global inventory. Microsoft, on the other hand, streamlines focus on its Monetize and Curate tools, leaning into supply-side strength rather than chasing DSP market share. In a year where Amazon has already inked partnerships with Netflix, Disney, Roku, and Spotify, this alliance further positions it as the connective tissue of ad tech — the platform where commerce, content, and data converge. 🔎 The Bigger Picture: For advertisers, this could mean fewer fragmented buys and richer attribution loops. For DSP competitors like The Trade Desk, it means more pressure as Amazon’s closed-loop ecosystem grows harder to ignore. As the walls between commerce and content continue to collapse, one thing’s clear: The future of programmatic belongs to whoever controls both the data and the distribution.
🎥 Brad Grossett
1mo
Amazon just turned the DSP game into Monopoly. Brandon Wood
turns out this move’s basically a tectonic plate shift in adland 🛸
This is a huge move for programmatic advertising! Amazon DSP just gained serious scale and data power, while Microsoft sharpens its focus on supply-side solutions. The consolidation of commerce, content, and data is only accelerating—advertisers will need to rethink strategy to keep up.