Microsoft Acquires AT&T's Programmatic Ad Marketplace, Xandr
Microsoft started 2022 with a bang after announcing it had acquired Activision Blizzard in a $68.7 billion deal. Now, it's set to acquire AT&T's global programmatic advertising marketplace, Xandr.
This merger would build on a decade-long relationship between Xandr and Microsoft. Xandr's technology strategically complements Microsoft's current advertising offerings and can accelerate 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. Microsoft’s President of Web Experiences, Mikhail Parakhin is optimistic the merger will create a digital ad marketplace that “respects consumer privacy preferences, understands publishers' relationships with consumers and helps advertisers meet their goals.” Check out some of the cool ways the Microsoft-Xandr merger can improve your business:
Improved activation & advertising results with Xandr's cross-screen, first-party data-centered buying platform, ‘Xandr Invest’
Strengthened monetization for publishers through larger first-party data access and a full funnel marketing offering including video
Enhanced retail media solutions with ‘PromoteIQ’ for reaching audiences across the open web, improving the economic engine for retailers, and enabling them to own their data and customer relationships
Accelerated Microsoft Customer Experience Platform capabilities, enabling marketers to reach high-value prospects across the open web
As always, count on the GPG team for more news on the Microsoft and Xandr merger and what that means for your business!