Affinity Solutions, a leading provider of consumer purchase insights, has teamed up with Microsoft Advertising to give advertisers access to custom Consumer Purchase Audiences via Microsoft Curate Commerce. The partnership aims to help brands “conquest” competitors’ customers and shift market share across sectors like travel, retail, quick-service restaurants (QSR), and insurance.
Bringing Commerce Media to Programmatic
The integration allows advertisers to activate Affinity’s custom audiences across their demand-side platforms (DSPs), streamlining programmatic buying while scaling campaigns efficiently. Packaged with Microsoft supply, these audiences give advertisers precise targeting capabilities while offering measurable real-world outcomes, including incremental sales lift—subject to a minimum spend threshold.
“Off-site retail media ad spend using first-party data is expected to grow twice as fast as on-site through 2026,” said Henry Tam, SVP of Sales at Affinity Solutions. “By combining our deterministic purchase data with Microsoft Curate for Commerce, advertisers can unlock the full value of first-party data. This allows precision activation across programmatic and commerce media channels, empowering brands to conquest competitors’ customers while measuring true business impact.”
Enhanced Insights and Measurable Results
Beyond audience activation, the collaboration provides enhanced targeting and actionable insights, enabling advertisers to integrate trusted data directly into their campaign strategies. This helps marketers not only reach the right audience but also track tangible outcomes, bridging the gap between digital ad spend and real-world sales.
“Microsoft Curate for Commerce was built to simplify access to first-party data,” said Betty Chung, Head of Curation, Retail Media at Microsoft Advertising. “With Affinity Solutions’ custom Consumer Purchase Audiences now available, advertisers gain a straightforward way to integrate trusted insights and drive results across their campaigns.”
This partnership reflects a broader trend in AdTech: advertisers increasingly prioritize data-driven targeting, measurable outcomes, and programmatic efficiency, especially as retail media and off-site commerce channels continue to grow at pace. By blending deterministic purchase data with scalable programmatic activation, Affinity Solutions and Microsoft are giving brands the tools to compete more aggressively and measure their true market impact.
