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.
The announcement from Microsoft mentions that:
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. Microsoft and Xandr have a shared vision and complementary strengths to empower the open web, where everyone can thrive and do so in a way that is consistent with our commitment to strong data governance and consumer privacy practices.
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.
In order to reach audiences across the open web and enhance the economic engine for retailers while allowing them to own their data and customer relationships, PromoteIQ will bring enhanced retail media solutions.