Retail media platform implementation

A leading international home & garden retailer implemented Microsoft's PromoteIQ as the technological backbone of its digital media offering. The objective was to build a self-service platform for brand partners with high data quality and full-funnel measurability. The integration required tight orchestration of internal departments, intensive coordination with global Microsoft teams, and compliance with all regulatory, privacy, and technical requirements.

Challenges

Initial situation, pain points, and setup:

• Strategic evolution of the retail media business model using a scalable approach to meet growing demand through automation

• Complex technical integration of sponsored product ads, banner ads, self-service functionality, and full-funnel reporting

• Cross-functional coordination across IT, e-commerce, media sales, data, finance, legal, and compliance – all with divergent priorities

• Continuous coordination with Microsoft teams across time zones and continents

• Ensuring GDPR-compliant use of zero- and first-party data for personalized targeting

• High visibility and pressure on both sides due to the strategic importance of the project

• Tight go-live timeline for initial markets (Germany and Austria), with a roadmap for international expansion

Objectives

• Launch a fully functioning retail media self-service platform for brand partners using Microsoft PromoteIQ

• Complete integration of all platform functionalities (onsite ad placements, campaign booking)

• Implement a data-driven full-funnel reporting and optimization logic for ad partners

• Develop GDPR-compliant data workflows for personalized targeting using zero- and first-party data

• Establish efficient governance structures to manage internal and external stakeholders

• Create transparent alignment and escalation processes between retailer and Microsoft teams

• Ensure operational readiness for go-live in initial markets (DE, AT)

• Lay the foundation for scalable international rollout

Approach

• Joint project kickoff with Microsoft PromoteIQ and the retailer to define the target state and governance setup

• Clear steering structures: weekly operational meetings and executive-level management reviews

• Cross-functional prioritization of technical and business integration requirements

• Close collaboration with Microsoft's global product and development teams

• Subject-matter sparring on campaign steering, AdTech mechanics, self-service process design, targeting, reporting, and billing/finance

• Validation of all system logics prior to go-live (campaign delivery, reporting, GDPR compliance)

• Operational readiness secured; rollout scalability prepared

Obstacles

• Complex technical integration of onsite inventory, booking system, data model, and reporting

• Misaligned priorities across internal departments

• High coordination effort across time zones with global Microsoft teams

• Navigating privacy and regulatory compliance under GDPR

• Balancing commercial media requirements with platform capabilities

• Tight go-live timeline and high visibility across internal and external stakeholders

Critical success factors

• Robust governance with regular check-ins at operational and management level

• Early alignment and prioritization of commercial and technical requirements

• Integrated collaboration with Microsoft's global product and engineering teams

• Deep expertise in AdTech and e-commerce process design

• Rigorous validation of platform functionality and reporting flows pre go-live

• Full compliance with European data privacy regulations

Key results

• Successful integration of PromoteIQ into the client's retail media landscape

• Stable self-service platform for brand partners, enabling independent campaign execution and reporting

• Technical and commercial readiness achieved for initial markets

• GDPR-compliant data management and personalized targeting implemented

• Joint operational structures in place for ongoing platform development

• Scalable foundation built for international retail media expansion