Microsoft Expands Advertising Partner Program to Include Curators

Microsoft has taken a significant step in developing its advertising ecosystem by expanding the Advertising Partner Program to include Curators—providers of advertising curation technology. This initiative grants Curators access to the full range of program benefits that were previously available only to other Microsoft Advertising partners.

What Changes for Advertising Partners?

The new pilot program expands the partnership network by adding a new category of participants—Curators. They can now take advantage of all program benefits across three tiers:

• Partner
• Select
• Elite

Key Benefits for Curators

• Recognition: Participation in the Microsoft Advertising Partner Awards, with the chance to win the “Curator of the Year” award.
• Community Engagement: Access to the LinkedIn community of the Microsoft Advertising Partner Program.
• Exclusive Events: Special webinars and closed partner-only events.
• Enhanced Visibility: Expanded profiles in the Partner Directory and exclusive partner badges.

Why Does This Matter?

According to Carly Morris, Head of Media & Ad Tech for EMEA/LATAM, the role of curation services in digital advertising is continuously growing. The inclusion of Curators in the program will help:

✅ Strengthen partnerships.
✅ Support the growth of curation services.
✅ Improve advertising efficiency through Microsoft Advertising.

Who Are Curators and What Role Do They Play in Microsoft Advertising?

Curators (or advertising curation technology providers) play a crucial role in programmatic advertising by helping brands and agencies make more effective use of Microsoft’s advertising inventory. They:

• Leverage Microsoft Advertising’s global reach to operate across multiple markets.
• Optimize programmatic advertising, making it more efficient and relevant.
• Help brands maximize the value of digital assets and first-party data.
• Enhance advertising outcomes through Microsoft’s centralized platform.

How Can Curators Join the Program?

If your company operates in the ad tech sector and is interested in partnering with Microsoft, you can contact a Microsoft Advertising representative or visit the official Microsoft Advertising Partner Program website for more details.

The expansion of this program is a key step in strengthening Microsoft’s advertising ecosystem, allowing companies to better leverage the platform’s tools and resources for growth and innovation.