AT&T Inc. has agreed to sell its global programmatic advertising marketplace, Xandr Inc., to Microsoft. The agreement builds on a decade-long relationship between Xandr, including its predecessor companies, and Microsoft for delivering global digital media solutions for advertisers.
As the digital landscape evolves in a post-cookie world, Microsoft and Xandr can shape the digital ad marketplace of the future. Xandr’s technology strategically complements Microsoft’s current advertising offerings and will help accelerate delivery of digital advertising and retail media solutions for the open web by combining Microsoft’s audience intelligence, technology and global advertising customer-base with Xandr’s scaled, data-driven platform.
“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. We look forward to using our innovative platform to help accelerate Microsoft’s digital advertising and retail media capabilities,” said Xandr’s EVP and GM Mike Welch.
“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,“ said Mikhail Parakhin, President of Web Experiences at Microsoft.
Xandr was born of great legacies to create meaningful connections that power the future of advertising.
In a category of our own, Xandr is the innovator at the intersection of digital and TV. Championing partnerships to create an open industry alternative and solving for the greatest challenges for buyers and sellers, at the intersection of digital and TV, it offers the only open, end-to-end platform for scaled, sophisticated campaigns on premium inventory across screens, from OTT to CTV to video and more.
Its combined assets, including trusted partnerships, powerful data-enabled technology and automation, and identity solutions, power one of the world’s largest marketplaces for premium advertising.