New Microsoft Ad solution targets shoppers based on categories, uses keywords as “boosters”

Microsoft announced a non-targeting solution to help brands to leverage keywords without the constraints of traditional keyword targeting. The limitations of traditional keyword targeting. Keyword targeting has long been the go-to approach for search advertising in retail media. This is because shoppers on retail websites often browse through categories rather than searching for specific products, which renders keyword targeting less effective. In response to the challenges posed by traditional keyword targeting, Microsoft PromoteIQ developed a solution to target shoppers based on the categories they browse while using keywords as a booster for campaign bids.