Microsoft Advertising and GroupM multiply advertisers’ reach with Modeled Audiences

Digital marketing has undergone a radical transformation in the last decade, and Microsoft Advertising and GroupM can boast being a major part of this progress. Their alliance, which began more than a decade ago, has brought together technology and innovation to redefine programmatic advertising and create new opportunities for advertisers.

Microsoft Invest and Modeled Audiences: a paradigm shift

The heart of this technological collaboration lies in the use of Modeled Audiencesan AI-powered solution using first-party data from Microsoft, available only at Microsoft Invest. These types of audiences, also known as “lookalike audiences,” allow advertisers to expand their reach beyond traditional segments, creating profiles based on characteristics similar to those of their best customers.

For GroupM, this approach represented a unique opportunity to optimize targeting and improve the quality of their conversions. Designed to maximize first-party data and expand the reach of campaigns, this technology represents a significant evolution in programmatic marketing. Beyond being a solution based on artificial intelligence, it is designed to be accessible, flexible and highly effective, optimizing each stage of the advertising process.

How Modeled Hearings Work

Modeled Audiences allows advertisers to create expanded audience segments from a seed segment, that is, an initial set of high-quality data, such as website interactions or CRM information. In Microsoft Invest, this process is fluid and intuitive. Users can select a seed segment, determine the type of reach desired (precise, balanced or broad), and the model audience will be generated between 48-72 hours. Once set up, the platform takes up to 48 hours to process and upload new audiences.

This functionality is integrated directly into the DSP, eliminating the need to use multiple platforms and ensuring fast and efficient campaign execution. Additionally, it offers global reach options, allowing advertisers to target relevant audiences across multiple devices and markets.

Concrete results: efficiency and reach

In recent campaigns, audiences modeled in Microsoft Invest have proven to be exceptionally effective. According to data collected, this technology made it possible to achieve a cost per event viewed (CPEV) 86% more efficient than Yahoo, while increasing advertising spend by 163% compared to The Trade Desk, with minimal loss of performance. These results not only underline the competitiveness of the platform, but also reflect its ability to adapt to different advertising needs.

A practical example: GroupM’s campaign for Cetelem

In the collaboration between GroupM y Microsoft AdvertisingModeled Audiences were used to improve the segmentation and reach of the Cetelem campaign. The team identified key characteristics in their most valuable customers and created similar segments directly in Microsoft Invest. This approach allowed GroupM to direct its efforts toward users with high conversion potential, significantly increasing the quality and quantity of interactions.

The results were conclusive: the conversions achieved through the DSP They exceeded those obtained with the traditional DMP by 55%. This success led GroupM to more broadly adopt this solution in its campaigns, establishing Microsoft Invest as a central tool in its programmatic strategy.

An essential feature of Modeled Audiences is their compliance with privacy standards. By using anonymized data and advanced modeling techniques, the tool ensures that campaigns are respectful of user privacy, a critical aspect in today’s advertising environment. Additionally, Microsoft is developing cookieless versions of Modeled Audiences, known as Cookieless Modeled Audienceswhich will allow maintaining high levels of segmentation in a future where third-party cookies will be obsolete.

Microsoft Invest and Modeled Audiences have not only managed to redefine segmentation and reach in advertising campaigns, but also set new standards in efficiency, privacy and flexibility. The collaboration with GroupM is a reflection of how these tools can generate exceptional results, providing advertisers with a competitive advantage in a market that continues to evolve and demand new challenges.