Microsoft has entered an agreement to acquire Xandr, a programmatic advertising marketplace, from telecommunications company AT&T.
Xandr will provide a data-enabled technology platform that connects marketers and media owners through first-party advertising solutions across its network. By acquiring the company, Microsoft will accelerate the delivery of digital advertising solutions for the open web by combining its own technology, advertising customer base and audience knowledge with Xandr’s platforms.
“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,” said Mike Welch, Xandr’s executive vice president and general manager. “We look forward to using our innovative platform to help accelerate Microsoft’s digital advertising and retail media capabilities.”
The acquisition will deliver a range of developments to Microsoft’s existing capabilities, including: improved activation and advertising results with Xandr’s buying platform Xandr Invest; strengthened monetisation for publishers through larger first-party data access and a full funnel marketing offering with Xandr Monetize; increased advertiser and publisher value with Microsoft’s ad buying solution, the Microsoft Audience Network; improved ability to reach audiences across the open web for retailers while allowing them to own their data with PromoteIQ; and further enabling marketers to reach high-value prospects across the open web through accelerated Microsoft Customer Experience Platform capabilities.
“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.