Affinity Solutions, a leading consumer purchase insights company, has announced an integration with Microsoft Advertising, enabling advertisers to access custom Consumer Purchase Audiences via Microsoft Curate Commerce, facilitating competitor conquesting and market share gains in verticals like travel, retail, quick-service restaurants (QSR), and insurance through streamlined programmatic activation and real-world outcome measurement.
This integration marks a significant advancement in off-site retail media, where advertisers increasingly prioritize environments offering granular targeting and verifiable results. By packaging Affinity's custom audiences with Microsoft supply, brands can activate campaigns across preferred DSPs, bypassing traditional silos to reach high-intent consumers based on actual purchase behaviors. This approach not only streamlines execution but also empowers conquest strategies, allowing advertisers to identify and engage competitors' customers with tailored messaging. As off-site retail media ad spend is forecasted to expand at double the pace of on-site through 2026, this partnership positions marketers to capitalize on the shift toward data-driven precision in a privacy-conscious era. “With off-site retail media ad spend leveraging first-party data projected to grow at two times the rate of on-site through 2026, advertisers are clearly shifting investment into environments where precise targeting and outcomes matter most,” said Henry Tam, SVP of Sales at Affinity Solutions.
Affinity's Comet™ AI processes exclusive, permissioned transaction data to generate audiences that reflect real consumer spending patterns, providing a complete view across brands and categories. Integrated into Microsoft Curate for Commerce, this unlocks enhanced targeting, valuable analytics, and robust measurement capabilities, including incremental sales lift tracking with minimal spend requirements. Advertisers benefit from a unified pathway to activate, optimize, and attribute campaigns, fostering efficiency at scale while adhering to stringent privacy standards. “Microsoft Curate for Commerce was built to make it easier for advertisers to access and activate valuable first-party data,” said Betty Chung, Head of Curation, Retail Media at Microsoft Advertising. “With Affinity Solutions’ custom Consumer Purchase Audiences now available through our offering, advertisers gain a straightforward way to integrate trusted insights into their campaign strategies and drive results.”
In addition to Affinity’s custom-built Consumer Purchase Audiences, this collaboration provides access to enhanced targeting capabilities, valuable insights, and fosters real-world impact through measurement. The result is a more democratized commerce media landscape, where brands in travel, retail, QSR, and insurance can shift market share confidently, leveraging deterministic signals for superior engagement and ROI.
Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned transaction data from over 100 million consumers. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive optimal outcomes and build lasting customer relationships. Visit www.affinitysolutions.com to discover how we're shaping the future of consumer purchase insights.
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