Microsoft acquires AT&T's global programmatic advertising marketplace, Xandr

guest · Dec 22, 2021

December 22, 2021

Microsoft has announced that it has entered into a contract to acquire Xandr, AT&T's global programmatic advertising marketplace, which allows access to a data-enabled technology platform that comes with tools to aid in connecting marketers and media owners via first-party, data-led advertising solutions.

With support from Xandr, Microsoft will be capable of expediting the provision of digital advertising solutions for the open web by bringing together Xandr's data-driven platforms for advertising and Microsoft's technology and global advertising customer base.
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This agreement will bring enhanced activation and advertising results with Xandr Invest, Xandr's cross-screen, first-party data-centered buying platform, and improved monetization for publishers via first-party data access and a full funnel marketing offering with Xandr Monetize, along with increased advertiser and publisher value with the Microsoft Audience Network, Microsoft's global native ad buying solution, by aiding in enhancing ad performance while allowing access to global supply.
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Microsoft: Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions

As the digital landscape evolves in a post-cookie world, Microsoft and Xandr together will help shape the digital ad marketplace of the future. One that respects consumer privacy preferences, understands publishers’ relationships with consumers and helps advertisers meet their goals.

With Xandr, Microsoft can accelerate the delivery of digital advertising solutions for the open web by combining Microsoft’s audience understanding, technology and global advertising customer base with Xandr’s large-scale, data-driven platforms for advertising.
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Microsoft to buy Xandr ad marketplace from AT&T
December 21, 2021

Updates: Bloomberg (citing unnamed sources) says Microsoft paid $1 billion. Meanwhile, back in July, Axios reported AT&T was in discussions to sell Xandr to Indian ad-tech vendor InMobi. At that time, Axios said Xandr was losing "tens of millions a year and has been grossly mismanaged by AT&T."
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Microsoft acquires AT&T's global programmatic advertising marketplace, Xandr

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