AT&T Inc. had agreed for selling off its global programmatic advertising marketplace, Xandr Inc., to Microsoft. The agreement is created on the basis of a decade-long relationship between Xandr, comprising the predecessor firms, and Microsoft for offering global digitalized media solutions for the advertisers.
With the digital landscape shifting base towards a post-cookie world, Microsoft and Xandr association would shape the digitalized ad marketplace of the future. Xandr’s technology will strategically complement Microsoft’s prevailing advertising offerings.
It will also be aiding in an acceleration of the 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.
Xandr’s EVP and GM Mike Welch stated: “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.”
Mikhail Parakhin, President of Web Experiences at Microsoft stated: “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.”
