Microsoft has agreed to acquire AT&T’s worldwide programmatic advertising platform, Xandr. The arrangement expands on a decade of collaboration between Xandr and Microsoft, including its predecessor firms, to provide global digital media solutions for marketers.
Microsoft and Xandr can redefine the digital ad industry as the internet deals cookie apocalyptic world. Mikhail Parakhin, President of Web Experiences at Microsoft said-
“With Xandr’s talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrow’s digital ad marketplace into one that respects consumer privacy preferences, understands publishers’ relationships with consumers and helps advertisers meet their goals”.
Interesting Read: Xandr Launches Monetize Tv To Provide “Granular Targeting” On TV
Microsoft and Xandr: A Golden Acquisition?
This acquisition brings an end to AppNexus, the once-dominant programmatic company, which was renamed Xandr but never found a place within AT&T.
By merging Microsoft’s audience intelligence, technology, and global advertising client base with Xandr’s scalable, data-driven platform, Xandr’s technology will assist expedite the delivery of digital advertising and retail media solutions for the open web.
Microsoft also has a lot of ad tech and media features where AppNexus may help. Examples include the Bing Search engine, Edge Browser, and the Windows Apps store; and according to inside sources, these are already a part of the AppNexus account.
Xandr’s EVP and GM Mike Welch commented-
“Microsoft’s shared vision of empowering a free and open web and championing an open industry alternative via a global advertising marketplace makes it a great fit for Xandr.”
Welch also added that the company is looking forward to employing its unique technology to assist Microsoft to advance its “digital advertising and retail media capabilities.”