Microsoft to bring Dynamics 365 Customer Insight segments to Microsoft Advertising

May 4 2021

Microsoft will integrate the Microsoft Advertising platform with Dynamics 365 Customer Insights, the company's customer data platform (CDP), to enable organizations to continue targeting their customers and prospects in ad campaigns.

The company announced the integration around the annual Microsoft Business Applications Summit, a customer-facing event focused on Dynamics 365 business applications and the Power Platform.

The integration is focused on first-party data, wrote Microsoft's Ankit Kapoor in a new blog post. Customer Insights audience segments can be applied in Microsoft Advertising when targeting ads. Those Customer Insights segments can also be pushed to marketing automation and email services via existing integrations, he noted.

Microsoft claims to reach half a billion people globally on their ad network across Bing, Microsoft News, Outlook.com, the newly sold assets of Verizon Media, and DuckDuckGo.

The Customer Insights integration will use Microsoft Advertising's Customer Match service, which allows marketers to use their first-party data to target customers who have shared their email addresses. Segments defined in Customer Insights will become available in Microsoft Advertising for use in segments across ad platforms. Microsoft also clarified that the integration is only available in certain territories and for some industries.

Dynamics 365 Customer Insights remains a young product in Microsoft's business applications lineup, reaching general availability in late 2019. Microsoft has promoted the solution heavily and featured high profile customers like Walgreens Boots Alliance, Chipotle, and UNICEF. The product has added integrations to other Microsoft products including, most recently, Dynamics 365 Customer Voice and Azure Synapse Analytics.

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