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Head-to-head · Ad Server Software

Microsoft Retail Media vs Adtelligent

  • Updated Oct 2026
  • Both researched from official sources
  • 1 check side by side
Higher score Microsoft Retail Media #1 in Ad Server Software 9.0/10 Pricing on request ✓ 0 of 3 features Visit site
Adtelligent #5 in Ad Server Software 8.3/10 Pricing on request ✓ 1 of 3 features Visit Adtelligent

Microsoft Retail Media leads on 0 checks, Adtelligent on 1, and 0 are even. Who comes out ahead on the 1 yes/no, price and count check where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreMicrosoft Retail Media · 9.0/10
  • Most featuresAdtelligent · 1 of 3

Microsoft Retail Media scores higher on our rubric for ad server software: 9.0 against 8.3 out of 10; our editors rank them #1 and #5.

Adtelligent offers white-label platform; Microsoft Retail Media doesn't publish it.

Microsoft Retail Media is the better fit for retailers building omnichannel retail media. Adtelligent is the better fit for publishers needing a broad programmatic platform.

  • Microsoft Retail Media fits best

    Retailers building omnichannel retail media

  • Adtelligent fits best

    Publishers needing a broad programmatic platform

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. How we rank.

Side by side

Feature Microsoft Retail Media 9.0/10 Visit ↗ Adtelligent 8.3/10 Visit ↗
At a glance
Editor score 9.0 8.3
Ranking #1 in Ad Server Software #5 in Ad Server Software
Best for Retailers building omnichannel retail media Publishers needing a broad programmatic platform
Pricing model Paid Paid
Starting price Not published Not published
Free plan Not published Not published
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Email, Live chat, Phone, Community, Docs · 24/7 Email, Docs
Compliance GDPR GDPR, 2FA
Integrations 2 integrations 3 integrations
Built for Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Microsoft Retail Media 0/3 · Adtelligent 1/3
White-label platform Not published ✓ (best)
Self-hosted option Not published Not published
Custom reporting Not published Not published
Specs
Ad formats Not published Not published
Supported channels Not published Not published
Impression limit Not published Not published
Our review
Pros
  • Runs native product ads across retailer websites and apps.
  • Uses first-party shopper data for offsite targeting and audience intelligence.
  • Connects campaign management with closed-loop reporting and omnichannel attribution.
  • Combines publisher monetization tools with a self-serve media-buying DSP
  • Supports client-side, server-side and hybrid header bidding
  • Adds targeting, reporting, fraud controls and predictive yield optimization
Cons
  • In-store retail media is still a pilot.
  • Pricing requires contacting Microsoft.
  • Its focus is retail media rather than general-purpose ad serving.
  • Pricing is handled through contact or demo requests
  • Its broad platform may exceed the needs of teams seeking a single-purpose ad server
  • Support channels listed are email and documentation
Our verdict

Microsoft Retail Media is an omnichannel advertising platform for retailers and advertisers, with a focus on monetizing shopper data and running retail media programs across digital and physical channels. Retailers can offer native product…

Read the review →

Adtelligent brings publisher monetization and advertiser media buying into one programmatic offering. Its supply-side platform manages inventory, demand integrations, bidding, yield optimization, fraud controls and reporting, while the…

Read the review →
  1. Microsoft Retail MediaAd Server Software 9.0Pricing on request
  2. AdtelligentAd Server Software 8.3Pricing on request

Strengths and trade-offs

  • Microsoft Retail Media — where it wins

    • Runs native product ads across retailer websites and apps.
    • Uses first-party shopper data for offsite targeting and audience intelligence.
    • Connects campaign management with closed-loop reporting and omnichannel attribution.

    Where it doesn't

    • In-store retail media is still a pilot.
    • Pricing requires contacting Microsoft.
    • Its focus is retail media rather than general-purpose ad serving.

  • Adtelligent — where it wins

    • Combines publisher monetization tools with a self-serve media-buying DSP
    • Supports client-side, server-side and hybrid header bidding
    • Adds targeting, reporting, fraud controls and predictive yield optimization

    Where it doesn't

    • Pricing is handled through contact or demo requests
    • Its broad platform may exceed the needs of teams seeking a single-purpose ad server
    • Support channels listed are email and documentation
  • Microsoft Retail Media9.0/10 · Pricing on request

    A retail-focused ad platform spanning retailer sites, offsite placements and an in-store pilot.

    Visit siteFull verdict →
  • Adtelligent8.3/10 · Pricing on request

    A combined publisher SSP and self-serve DSP with header bidding and yield tools.

    Visit AdtelligentFull verdict →

More comparisons

All ad server software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update