Microsoft is changing cross-border advertising for retailers with its new feature, Feed Labels, set to launch in mid-March. This tool is designed to streamline the advertising process for retailers aiming to target multiple countries effortlessly.

Feed Labels allow retailers to organize their product feeds by common traits, such as language or product category, facilitating the creation of targeted shopping campaigns across different markets. This means retailers can now run ads that showcase products from multiple feeds to potential customers in various countries, like the UK, France, and Germany, with ease.

This tool is distinct from custom labels, which are used within a single feed for granular bid strategies and reporting. In contrast, feed labels offer a broader targeting strategy across multiple feeds and campaigns.

Read Microsoft’s announcement for more information.