Microsoft’s DSP Is Shutting Down. Amazon Steps In. Here’s What Contractors Should Actually Do

By techgrad | October 7, 2025

Microsoft will shut down its DSP, Microsoft Invest, by February 28, 2026, and is directing advertisers to Amazon DSP as the preferred migration path. Microsoft is refocusing on its core ad tech components—Microsoft Advertising Platform, Monetize, and Curate—while Microsoft Monetize joins Amazon Ads’ Certified Supply Exchange to blend Amazon shopping insights with Microsoft’s supply. For contractors, the change mainly impacts programmatic/CTV buyers; search and LSAs remain the highest-intent, most reliable channels. If you’re on Invest, execute a measured, call-tracked migration, prioritize retargeting, and enforce cost-per-booked-call and brand safety discipline.

TL;DR: Microsoft will close its DSP (Microsoft Invest) by Feb 28, 2026 and is pointing advertisers to Amazon DSP. If you’re a local contractor not running programmatic/CTV through Invest, keep your budget in Search and LSAs. If you are on Invest, plan a measured, call-tracked migration—don’t let “audience data” become an excuse to burn cash without phones ringing.

What changed (and why it matters)

  • Microsoft is ending Microsoft Invest (their DSP) by February 28, 2026.
  • Amazon DSP is the preferred partner to take on existing DSP advertisers.
  • Microsoft will refocus on its core stack: Microsoft Advertising Platform, Monetize, and Curate.
  • Microsoft Monetize joins Amazon Ads’ Certified Supply Exchange, which pairs Amazon’s shopping insights with Microsoft’s supply for deals/premium inventory.
  • Advertisers get access to Amazon audience insights and inventory; publishers on Monetize get efficiency gains.
  • Net: Microsoft and Amazon tighten ties to deliver more data-driven targeting—useful if you run programmatic, irrelevant if you’re strictly Search-first.

Contractor reality check

Most HVAC, plumbing, and electrical shops win on intent: search ads, LSAs, branded defense, retargeting that turns site visitors into jobs. DSPs (display/CTV/programmatic) sit higher in the funnel. They can help with scale and brand lift—if you’ve already maxed profitable search and you track calls to the job level.

Calls pay the bills. Programmatic is optional, not foundational.

Who should care

  • If you do not use Microsoft Invest: This announcement changes nothing. Keep your money in high-intent channels.
  • If you do run Invest for display/CTV/retargeting: You’ll need a migration plan (Amazon DSP or another DSP) and a tight measurement setup to protect your cost-per-booked-call.

If you’re on Microsoft Invest: a practical migration plan

  1. Audit what’s working now: Export placements, audience segments, frequency caps, geo/dayparting, and any allow/block lists. Capture creative specs and flight calendars.
  2. Save the measurement spine: Make sure you can recreate conversion tracking with call tracking, form tracking, and CRM tie-out to booked jobs and revenue.
  3. Secure your data: Export first-party audiences (site visitors, past customers, unsold estimates) in a privacy-safe way so they can be rebuilt in the new platform.
  4. Stand up a parallel test: Run Amazon DSP alongside Invest for 30–60 days well before the sunset. Keep budgets modest. Compare apples to apples: same geo, frequency, and creative themes.
  5. Retarget first: Start with site-visit and high-intent retargeting. Only layer prospecting audiences after retargeting hits your target cost per booked call.
  6. Don’t skip brand safety: Rebuild blocklists, enable brand safety, cap frequency, and avoid junk placements that drive “cheap” clicks with no calls.
  7. Document your go/no-go rules: e.g., pause if cost per booked call exceeds target by 20% for two weeks.

Using Amazon’s insights without lighting money on fire

  • Lean into first-party + intent: Pair your CRM lists (past customers, open estimates) and site visitors with Amazon segments to tighten relevance.
  • Geo discipline: Keep targeting inside your true service area. DSPs love to “expand reach.” You pay for that reach.
  • Creative built for the phone: Display and CTV should push a memorable number, strong offer, and emergency value prop. If they can’t recall you when the AC dies at 9pm, you wasted the impression.
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