Five years after acquiring the retail advertising platform PromoteIQ, Microsoft now seems to be quietly shutting it down and pushing clients to use Criteo.

Multiple sources say Microsoft began letting retail media publishers know that it was sunsetting the service over the summer, at the same time it announced a “strategic collaboration” with the ad tech outfit.

While it isn’t promoting the move as an outright closure of PromoteIQ, the underlying understanding is that the service will no longer be used, and employees at the company have been told that Microsoft is focusing on other parts of its retail media strategy.

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