Through Xandr, Microsoft aims to accelerate the delivery of digital advertising solutions for the open web
AT&T to divest Xandr to Microsoft. (Credit: Mozartdesklamp at English Wikipedia)
US telecommunications company AT&T has agreed to divest Xandr, its global programmatic advertising marketplace, to Microsoft for an undisclosed price.
Xandr offers a data-enabled technology platform with tools. The platform is designed to help power a diverse ecosystem that connects marketers and media owners with first-party, data-led advertising solutions across its network.
Its solutions include Xandr Invest, Xandr Monetize, Xandr Curate, and Xandr Marketplace.
Xandr Invest is a buying platform that lets advertisers drive business results by connecting with engaged consumers.
Xandr Monetize is a selling platform that is said to come with unique data, inventory management controls, as well as differentiated buyer demand. Xandr Curate is a self-serve platform designed to open up new revenue streams and create competitive edge via strategic, curated marketplaces.
The other solution, Xandr Marketplace is a programmatic marketplace that facilitates campaigns that are scaled and sophisticated on premium inventory on all screens.
Xandr EVP and GM Mike Welch said: “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.”
With Xandr, Microsoft expects to expedite the delivery of digital advertising solutions for the open web. For this, the tech major will combine its technology, audience understanding, and advertising customer base around the world with Xandr’s large-scale, data-driven platforms for advertising.
Microsoft web experiences president Mikhail Parakhin 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.”
The closing of the deal is subject to regulatory reviews and customary closing conditions.
Earlier this year, AT&T had signed a deal to merge its WarnerMedia business with Discovery to create a standalone streaming company.