Rivaling tech giants like Google and Facebook, Microsoft has vastly increased its tracking of online consumer behavior over the past few years. Updated every 30 days, the software leader presently
boasts a database of “hundreds of millions of unique [user] IDs,” according to Philip Stocker, West Coast Lead for Microsoft Advertising’s Targeting and Programmatic business.
That’s thanks to the integration of Skype and Xbox sign-ins, among other tracking improvements, Stocker told attendees of OMMA’s Audience Targeting conference, on Wednesday. As for
Microsoft’s big rivals, Stocker said Google’s altruistic “do no evil” credo limits its tracking potential, while Facebook has no such limitations. “It’s scary how
much they do know,” Stocker said of Facebook.