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Microsoft Acquires Digital Ad Solution Xandr In Deal With AT&T

Microsoft aims to use Xandr’s technology to upgrade its retail media and digital ad solutions, just as AT&T has done.

David Pepin

Microsoft has announced it is making major upgrades to its digital advertising marketplace capabilities by acquiring Xandr from AT&T. The data-driven platform is designed to connect marketers and media owners to empower advertising campaigns for a global marketplace.

Financial terms of the deal have not been released.

“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,” said Mikhail Parakhin, President of Web Experiences at Microsoft.

For Microsoft, the strategic acquisition of Xandr helps accelerate its delivery capabilities of digital advertising solutions. By combining the massive audience of Microsoft with Xandr’s end-to-end platform, the partnership aims to improve ad campaign results for diverse customers.

Key highlights of the capabilities Xandr will be bringing to Microsoft include:

  • Xandr Invest: A first-party data-centered platform powering better ad results.
  • Xandr Monetize: High-quality monetization and marketing offerings, including a video content production solution.
  • Boosted ad buying capabilities for the Microsoft Audience Network.
  • PromoteIQ: An open web retail media solution for promoting better data management and customer relationships.
  • Upgraded performance for Microsoft’s Customer Experience Platform including high-value prospect discovery, improved reach and ROI, and integrated experiences.

Related: Star8 Corp. Acquires Media Hawk, Upgrades Digital Marketing

“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,” said Xandr’s EVP and GM Mike Welch.