In a move that will make Microsoft's Advertising Exchange the only non-WPP with "programmatic" access to WPP's real-time audience buying platform, Microsoft and WPP's 24/7 Media unit announced and exclusive digital advertising partnership.
The deal has four main components, including:
* The Microsoft Advertising Exchange will become the exclusive third-party ad exchange offered by the Real Media Group.
* The Microsoft Media Network will become the only non-WPP demand source granted programmatic access to Real Media Group’s premium inventory. Real Media Group may also use the Microsoft Advertising Exchange to provide exchange services to publishers who are part of the 24/7 Access audience activation channel, which has the fifth largest reach in the U.S. and select other markets.
* 24/7 Connect, a new tool that WPP agencies and clients around the world have begun using to simplify and automate their media planning, will include the full catalog of Microsoft’s ad offerings. In addition, WPP agencies and clients will be able to programmatically create media plans that include Microsoft Advertising offerings.
^ Microsoft, 24/7 Media, and WPP are also expanding their existing relationship around Microsoft’s Atlas ad server, which is a preferred ad server of WPP. Microsoft and 24/7 Media will work together toward a zero discrepancy solution between Atlas and 24/7 Open AdStream. 24/7 Media will join the Atlas Technology Partner Alliance, supporting the integration between 24/7 Trader, 24/7 Media’s demand side platform used by WPP, and Microsoft’s Atlas ad server.