AD Agencies
Taboola and Microsoft mark 10-year ad romance, dial up the partnership
MUMBAI: Let’s face it, relationships rarely last longer than your last smartphone battery—but Taboola and Microsoft are proving to be the power couple of digital advertising, celebrating their 10 anniversary. That’s practically a century in internet years! And just when we thought this match made in ad-heaven couldn’t get any hotter, Taboola is dialling up the romance, now serving ads across even more Microsoft apps, including your trusty email companion, Outlook, and your favourite work buddy, Office 365.
Taboola, known for turning ads into engaging conversations rather than annoying pop-ups, has long run ads on Microsoft’s digital giants like MSN, Edge browsers, and Windows experiences. MSN is already one of the world’s most visited news hubs, while Edge is that AI-powered browser we’ve all accidentally clicked on at least once—admit it, it happens.
Now, Taboola extends its clever AI-powered tech to the Microsoft 365 productivity suite, giving advertisers an unprecedented opportunity to connect with nearly 600 million daily active users. Yes, that’s almost twice the population of the United States—daily! Taboola helps digital properties monetise better, and advertisers reach audiences who are actually awake and paying attention, a rare combo these days.
“Reaching a decade serving ads with an industry leader such as Microsoft is an incredible milestone,” said Taboola CEO Adam Singolda. “Our collaboration has been established for the long-term, and on Taboola’s ability to help Microsoft provide richer experiences on its immensely popular digital properties. As we expand to offer advertising on additional Microsoft properties, we’re giving advertisers even more access to trusted, premium destinations that reach people across all different parts of their day as they’re actively engaged.”
Ten years down the line, Taboola and Microsoft are still making sweet digital music together. How’s that for relationship goals in a world filled with Tinder swipes and 30-second Tiktok romances?
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
