Microsoft Corp. (MSFT), Tuesday entered into a partnership agreement with Interpublic Group, an advertising and marketing service provider, under which Interpublic Group will designate Microsoft's Atlas as a preferred ad-server solution.
Microsoft noted that it would benefit from increased opportunities under the collaboration between the two companies. The agreement covers Interpublic Group or IPG's North American agencies and puts into place preferred pricing agreements for Atlas enterprise technology for IPG clients.
Scott Howe, corporate vice president of Microsoft's Advertiser & Publisher Solutions group, commented, "This development demonstrates that in the rapidly changing world of digital marketing, Microsoft is deepening its relationships with ad agencies, and that we're walking the talk when it comes to partnering with agencies for the benefit of their clients."
According to industry estimates, IPG companies manage $30 billion in global media billings for their clients. With Microsoft's Atlas ad-serving technology, IPG's ad agencies can now better manage, track, optimize and unify their online media marketing campaigns across display banners, rich media, search, video and web sites.
Atlas features holistic data management through its proprietary engagement mapping technology, open platform for integrated reporting with media specialty companies and the ability to integrate ad-serving technologies with other technologies offered by Microsoft.
Previously in June 2009, both Microsoft and IPG announced a strategic relationship at the Cannes Lions International Advertising Festival. As the foundation for that agreement, IPG's global media planning and buying unit, Mediabrands and Microsoft forged a partnership to jointly develop technologies and solutions that will streamline the way digital media is planned and bought.
MSFT is currently trading at $28.1873, up 0.4673 or 1.69%, on a volume of 32.24 million shares on the Nasdaq.
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