Reshaping Audience-Centric Marketing: Insights from Cannes with Lemonlight and Microsoft [Video]

At this year’s Converge at Cannes, our CRO Chad Rogers joined Supriya Dev-Purkaystha, Head of Audience Ads at Microsoft Advertising UK, to discuss how AI is reshaping audience-centric advertising, paving the way for more personalized and efficient marketing strategies.

Microsoft’s AI-Driven Advertising Innovations

Supriya Dev-Purkaystha opened the discussion by emphasizing Microsoft’s commitment to AI, driven by CEO Satya Nadella’s mission “to empower every person and organization on the planet to achieve more.” This mission has spurred innovations in how Microsoft collects and analyzes user data across its vast ecosystem. A key component of this strategy is the Microsoft Graph, which unifies data from various sources, including Edge browser usage, search queries, MSN content engagement, and LinkedIn interactions.

Supriya explained how this data integration allows Microsoft Advertising to tailor ad experiences. By leveraging AI, Microsoft can segment data and make precise predictions about user interests based on their recent activities. This approach enables the creation of highly personalized ad experiences …