Microsoft achieved a major milestone last year after reaching a billion people in its ad network — spanning Bing, Outlook.com, AOL, MSN.com, Yahoo and other properties.
The news comes via MediaPost, which cites Microsoft’s internal data and comScore as evidence of the vast reach of the company’s advertising business.
According to Microsoft, multiple audiences are “overlapping audiences”—a term used when an audience member simultaneously uses multiple assets or services from a company. As such, 64% of US Windows users also visited a Microsoft service in Q3 2021.
How do we get here?
You might be wondering how Microsoft has somehow managed to build an advertising business comparable to that of Google and Facebook and the answer is essentially that Microsoft is going to go far to get here.
Back in 2006, Microsoft struck a deal with Facebook to supply ad inventory for the growing service, giving the former much-needed eyeballs and letting Facebook focus on growing its service.
The success of MSN.com also played a part. According to Alexa.com, MSN.com records an average of 40 million daily visits, ranking 59th in the world. The news service, which often aggregates others, outranks CNN.com by this metric.
Microsoft also recently acquired AT&T’s programmatic advertising marketplace Xandr, suggesting the company has broader ambitions.
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