Integration of purchase data with commerce media platform makes valuable first-party audiences accessible and actionable at scale for advertisers
NEW YORK, October 6, 2025 – Affinity Solutions, a leading consumer purchase insights company, today announced an integration with Microsoft Advertising to provide advertisers with custom Consumer Purchase Audiences through Microsoft Curate Commerce. The solution enables advertisers to conquest competitors’ customers and shift market share across key verticals, including travel, retail, QSR, and insurance.
The custom audiences built by Affinity Solutions are packaged with Microsoft supply and can be activated in an advertiser’s DSP of choice, helping to democratize access to commerce media, streamline programmatic buying, and drive efficiency at scale. Advertisers will also be able to measure real-world outcomes, such as incremental sales lift, with a minimum spend threshold.
“With off-site retail media ad spend leveraging first-party data projected to grow at two times the rate of on-site through 2026, advertisers are clearly shifting investment into environments where precise targeting and outcomes matter most,” said Henry Tam, SVP of Sales at Affinity Solutions. “By combining our deterministic purchase data with Microsoft Curate for Commerce, we’re helping advertisers unlock the full value of first-party data by making it accessible and actionable at scale. This allows advertisers to activate with precision across programmatic and commerce media channels, empowering them to confidently conquest competitors’ customers while measuring true business impact.”
In addition to Affinity’s custom-built Consumer Purchase Audiences, this collaboration provides access to enhanced targeting capabilities, valuable insights, and fosters real-world impact through measurement.
“Microsoft Curate for Commerce was built to make it easier for advertisers to access and activate valuable first-party data,” said Betty Chung, Head of Curation, Retail Media at Microsoft Advertising. “With Affinity Solutions’ custom Consumer Purchase Audiences now available through our offering, advertisers gain a straightforward way to integrate trusted insights into their campaign strategies and drive results.”
About Affinity Solutions
Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned transaction data from over 100 million consumers. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive optimal outcomes and build lasting customer relationships. Visit www.affinitysolutions.com to discover how we’re shaping the future of consumer purchase insights.
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MEDIA CONTACTS
Affinity Solutions: Sara Serbanoiu | sserbanoiu@daddibrand.com
