Everyone agrees choice is good. It’s good to have a choice of what car you buy, or what flavor of ice cream to have (especially on what have been unseasonably warm days here in Seattle). Here at Microsoft Advertising we recognize that our agency customers want the flexibility to make their own choice as to the companies and technologies they want to work with to solve their unique business issues and drive successful results. To help our partners do this, Microsoft created the Atlas Technology Partner Alliance (ATPA). Our goal with the ATPA is simple: help agencies and advertisers sync the various media management and creative tools of their choice to the Atlas reporting system.

Customers have responded to the ATPA and welcomed the added choice it provided. Today we are pleased to announce an exciting evolution of the ATPA with the launch of a dedicated Demand Side Platform (DSP) channel. The inaugural DSP partners who have undergone extensive certification to become a part of the ATPA include: MediaMath and Turn along with ad technology provider AppNexus (which has DSP capabilities on the buy side of its business). The launch of the dedicated DSP channel and the certification of these three partners let Atlas provide a simple, scalable process that will identify best practices and vet any implementation issues in order to deliver streamlined campaigns. It also gives our customers the option to work with any one of the best-of-breed DSPs in the ATPA without having to sacrifice the richness of their Atlas campaign and performance data.

In addition, our customers should expect deeper DSP integration of these DSPs into the ATPA in the future.

Our strategy with Atlas is pretty straightforward: offer the industry’s most flexible platform for media measurement, one that seamlessly connects to other parts of the ecosystem and gives our customers the choice they need. The advertising technology space is too complex and fluid for any one provider, however large, to lay claim to all of it. We want to be a catalyst for innovation in the marketplace, working with the best and brightest, to grow the ecosystem.

If you have questions about the ATPA, please contact your Atlas sales representative. We look forward to being able to share more information soon.

Thanks,

Ryan Mackle

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