Verizon, Microsoft ink multi-year native deal

Canadian advertisers will now have access to native ad formats on Microsoft News/MSN, expanding their available inventory by 20%.

Verizon Media – the newly re-named entity formerly known as Oath – has announced a multi-year global native advertising deal with tech and media company Microsoft. The deal will go live in 30 countries, including Canada.

Advertisers who buy spots through Verizon’s Oath Ad Platforms will now have access to formats on Microsoft News/MSN, thus expanding Verizon’s available inventory by 20%.

LinkedIn, Microsoft’s professional social networking site, is not part of the deal.

Guru Gowrappan, CEO of Verizon Media, said in a statement that the partnership is ideal because it pairs Microsoft’s content and inventory with Verizon’s ad tech and data solutions. Native ads on the MSN homepage and article pages will create a “storytelling canvas” for brands, he said. Some of the placements on MSN’s homepage will also be available exclusively through Oath’s platform. Microsoft’s platforms reach nearly 500 million people globally per month.

Verizon and Microsoft have also extended an existing relationship that provides advertisers with brand-safe video and display content solutions. Microsoft properties MSN, Outlook and XBox are part of the deal.

According to a rep for Verizon, the company saw double-digit growth in native advertising year-over-year in 2018.

Yesterday also marked the first day for Verizon Media under its new identity; it had spent two years as Oath before being re-named. While Verizon Media is now the name for the division which includes media properties such as Yahoo, Tumblr, HuffPost and TechCrunch, the name “Oath” still applies to the Oath Ad Platforms product.