Verizon Media has announced the expansion of its role as the primary supply-side platform (SSP) of record for Microsoft MSN and Outlook display, expanding on its existing role as the primary SSP for the Redmond, Washington-based company’s video supply in nine markets.

Those markets include the United States, the United Kingdom, Canada, Brazil, France, Italy, Germany, Spain, and Japan.

The two are taking a “brand-safety approach” that relies more on premium inventory than user-generated content to drive traffic. It makes the partnership, which reaches more than 226 million unique users monthly across devices and 196 million unique users monthly on mobile devices, unusual in that the brand-safety measures originate with the platforms, rather than the media agency.

Kya Sainsbury-Carter, vice president of global partner sales at Microsoft, stated that “aligning our display supply side platform with our display sales partnership in our largest markets is beneficial to advertisers wanting seamless access to our unique audiences.”

The benefits range from holistic inventory management across devices and screens and access to Verizon Media’s premium and exclusive demand partners, including more than 3,000 advertisers, agency partners, and demand-side platforms (DSPs).

DSP and exchange buyers gain access to targeting contextually aligned “Super Channel” deals consisting of Microsoft and Verizon Media O&O supply such as Yahoo, AOL, and others through one Deal ID, buying direct 1:1 deals for MSN and Outlook.com supply, and applying Microsoft data segments when targeting MSN or Outlook.com inventory.