Microsoft Advertising is to launch a digital assistant called Cortana, to rival Apple's Siri, as well as new tools which allow brands to target consumers sequentially across Microsoft platforms. This
would enable brands to target messages according to time of day and behaviour to reach consumers on the web, a smartphone or Xbox. The company already has a service for brands to tell 'chapters' of
campaigns across different devices and services which is used by Emirates Airlines and O2.
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