Microsoft has shifted its $700 million global media planning and buying mandate to Publicis Groupe.
The decision ends a 12-year relationship with Dentsu's Carat, which had held the core account since 2014.
Publicis secured the win through its Epsilon platform, offering superior first-party data and AI targeting capabilities.
Dentsu will retain media duties for the Xbox division while grappling with broader international restructuring.
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