Microsoft Invest will shut down: what agencies using Microsoft’s DSP should do now

With most programmatic media concentrated in the hands of a few major platforms, Microsoft Invest (formerly Xandr Invest) offered a valuable alternative: direct access to Microsoft-owned inventory, unique audience data - especially from LinkedIn - and a transparent, controllable buying environment.

That era is evolving.

In May 2025, Microsoft announced that it will sunset Microsoft Invest by February 28, 2026. This move reflects a strategic pivot toward AI-native, conversational advertising formats, as the company reshapes its advertising ecosystem beyond the traditional DSP model.

For agencies that integrated Microsoft Invest into their programmatic stack, this transition opens up important considerations: what are the implications, and how should you navigate the change with clarity and confidence?

What the sunset of Microsoft Invest means

Although the platform will remain operational until early 2026, the timeline for action begins now. Agencies should use this period not as a buffer, but as a proactive window for planning and testing.

Inventory access will change

Microsoft has indicated that it plans to maintain access to its owned inventory - including MSN, Outlook.com, and Windows surfaces - through certain partnerships or third-party buying solutions. However, no formal list of DSPs or integration details has been published to date, and the continuity of targeting and placement options remains to be clarified.

What to do now:

  • Audit current campaigns using Microsoft supply to assess scale and performance.

  • Identify how important this inventory is to your media mix (e.g. native, contextual, brand-safe environments).

  • Engage Microsoft representatives or SSP partners to understand future integration pathways.


LinkedIn profile targeting: a unique feature, now in question

One of Microsoft Invest’s most valuable capabilities was its native access to LinkedIn profile data - enabling precise B2B and ABM targeting by company, job title, industry, and function. This integration was exclusive to Microsoft’s programmatic stack.

As of today, Microsoft has not announced whether this feature will be available through future tools or partner integrations. It may remain confined to LinkedIn Ads for the time being.

If your agency relied on this functionality, now is a good time to explore alternatives:

  • Use LinkedIn Ads for matched audience targeting via CRM or web engagement.

  • Combine first-party data with B2B enrichment platforms like Bombora, LiveRamp, or RollWorks.

  • Test hybrid workflows that blend DSP media activation with LinkedIn-specific audience strategies.

While no other DSP offers the same direct integration with LinkedIn profile data, B2B targeting remains possible through other sources - for example, third-party data vendors and proprietary segments available in platforms like Amazon DSP or DV360. These alternatives don’t replicate LinkedIn’s profile attributes but can help approximate similar B2B audience strategies.

Optimization control will evolve

Microsoft Invest provided several advanced controls - including custom bidding algorithms, domain-level transparency, and performance line items. These features will not be replicated as-is in Microsoft’s upcoming AI-native ad solutions, which emphasize automation over manual input.

Agencies accustomed to granular control may need to re-evaluate their requirements and test DSPs that align with their expectations for transparency, data access, and optimization logic.

Strategic alternatives: how to navigate the transition

There’s no exact one-to-one replacement for Microsoft Invest. The right move depends on how and why you were using the platform. This is an opportunity to step back and reassess your programmatic architecture with a long-term lens.

1. Start with a clear audit

Before selecting an alternative, identify the core value Microsoft Invest provided for your agency:

  • Was it used for B2B targeting?

  • A unique inventory access point?

  • A transparent, customizable buying interface?

Your replacement strategy should map to your priorities, not just mirror your previous setup.

2. Evaluate DSP alternatives

The Trade Desk
Highly versatile with strong open web, CTV, and omnichannel capabilities. Excellent for scale and optimization control. Does not offer Microsoft supply or LinkedIn data.

DV360
Best suited for agencies already integrated with the Google stack. Offers native access to YouTube, Google data, and Campaign Manager. While it does not offer LinkedIn data, DV360 supports numerous third-party data providers - including Eyeota, LiveRamp, and Bombora - that enable B2B audience targeting.

Amazon DSP
Ideal for retail and commerce-focused strategies, with strong first-party data, purchase intent, and closed-loop measurement. Amazon also provides B2B audience segments - for example, accounts identified as business buyers or linked to VAT-registered profiles - though these capabilities may be more limited for upper-funnel branding compared to specialist B2B data providers.

3. For LinkedIn targeting, plan a layered approach

No DSP currently matches Microsoft Invest’s native LinkedIn targeting. That said, agencies can blend platforms and datasets to maintain precision:

  • Use CRM-based audiences within LinkedIn Ads

  • Retarget via DSPs based on web or engagement signals

  • Enrich first-party data with intent platforms for custom segmentation

This approach requires more orchestration but can preserve targeting quality with the right workflows.

4. Consider managed programmatic support

If you prefer not to manage multiple DSP contracts or internalise campaign execution, working with a managed programmatic partner can bring flexibility and scale without operational complexity.

With a partner like Programmads, you can:

  • Access multiple DSPs (DV360, Amazon, and more)

  • Run structured A/B tests to validate replacements

  • Expand into formats like CTV, DOOH, and high-impact display

  • Develop hybrid B2B strategies that combine CRM data, third-party segments, and LinkedIn Ads workflows to retain targeting precision

This model keeps your stack modular - and protects you from future platform dependency.

5. Structure your timeline

A clear roadmap ensures continuity and reduces transition risk. Use 2025 as your test-and-learn phase:

Period Action
Q3–Q4 2025 Pilot campaigns across 2–3 DSPs, compare outcomes
Q1 2026 Finalize your setup and align reporting models
Q2 2026 Migrate fully and optimize based on new baselines

Even though Microsoft Invest remains live until early 2026, the best time to act is now - while there’s still room to explore, validate, and scale safely.

What agencies should do now

Microsoft Invest will sunset in February 2026, with no replacement DSP announced. Agencies should use 2025 to prepare and future-proof their programmatic stack.

Here’s how:

1. Audit your usage

Clarify what Microsoft Invest enabled for your team (e.g. B2B targeting, native supply, custom bidding).

2. Test DSP alternatives in Q3–Q4 2025

Run controlled tests on at least two platforms and benchmark performance.

3. Plan for LinkedIn targeting gaps

Use LinkedIn Ads, CRM syncing, and third-party data platforms to maintain B2B relevance.

4. Consider managed programmatic support

Working with a partner like Programmads can accelerate the transition and reduce operational strain.

5. Don’t wait


Innovation on Microsoft Invest has stopped. Transitioning early avoids last-minute disruptions.

This isn’t about replacing a platform. It’s about designing one that fits what’s next.

About Programmads

Programmads is a programmatic-first partner for agencies ready to move faster, smarter, and more flexibly. We work behind the scenes to help digital, creative, and media teams activate best-in-class programmatic campaigns - without having to build internal buying infrastructure.

From DV360 to CTV or DOOH, we help agencies access premium supply and advanced targeting strategies through a single, agile partner. We also support hybrid B2B strategies that combine CRM data, third-party audience segments, and LinkedIn workflows to keep your targeting precise and competitive.

Whether you’re migrating away from Microsoft Invest or simply upgrading your stack, we make the transition painless, strategic, and profitable.

Ready to rethink your programmatic infrastructure?

Let’s build something better than before.