Microsoft Advertising partnered with Publicis Media Exchange (PMX) and Epsilon to make Epsilon’s consumer data accessible directly on the Microsoft Advertising Platform. The companies revealed this integration at CES 2026 in Las Vegas on January 7.
The collaboration, called Third-Party Search (3PS), combined Microsoft’s ad inventory with Epsilon’s identity and data assets plus PMX’s activation capabilities. Advertisers gained access to precise audience targeting across search, native, and display formats.
A pilot program in the travel sector showed results from the integration. Campaigns using Epsilon data achieved twice the return on ad spend compared to standard in-market segments. They also reached 42% more unique converting audiences not captured by other first-party methods.
Why This Matters Today
You now face stricter privacy rules and the decline of third-party cookies in digital advertising. This deal provided Publicis clients with a way to use rich, identity-based data on Microsoft’s network, which included Bing search and other properties.
Epsilon, owned by Publicis Groupe since 2019, managed large-scale consumer profiles and insights. The integration allowed for better performance in a cookieless environment, as shown by the pilot’s efficiency gains and higher bookings in travel.
Industry observers noted the move strengthened ties between Microsoft and Publicis in programmatic and search advertising. It was built on prior collaborations, such as tools for media buying workflows.
Our Key Takeaways:
- Epsilon consumer data became available on the Microsoft Advertising Platform through a partnership announced at CES 2026.
- Pilot campaigns in travel delivered double the return on ad spend and expanded reach to new audiences.
- Advertisers should monitor how this integration affects targeting options on Microsoft properties going forward.
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