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. Xandrโs technology will strategically complement Microsoftโs 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 Microsoftโs audience intelligence, technology, and global advertising customer base with Xandrโs scaled, data-driven platform.
Xandrโs EVP and GM Mike Welch stated: โMicrosoftโs 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 Microsoftโs digital advertising and retail media capabilities.โ
Mikhail Parakhin, President of Web Experiences at Microsoft stated: โWith Xandrโs talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrowโs digital ad marketplace into one that respects consumer privacy preferences, understands publishersโ relationships with consumers and helps advertisers meet their goals.โ
