Microsoft has announced that it has entered a definitive agreement to acquire the online advertising and analytics firm Xandr from AT&T.
The agreement builds on a decade-long relationship between Xandr, its predecessor companies and the software giant for delivering digital media solutions for advertisers on a global scale. Through its data-enabled technology platform, Xandr provides tools which power a diverse ecosystem that connects marketers and media owners through first-party, data-led advertising solutions across its network.
President of web experiences at Microsoft, Mikhail Parakhin explained in a press release how its acquisition of Xandr will help shape the digital ad marketplace of the future, saying:
“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.”
Shaping the future of digital advertising
Microsoft and Xandr have a shared vision for the digital ad marketplace of the future as well as complementary strengths to empower the open web so that everyone can thrive and do so in a way that is consistent with the software giant's commitment to strong data governance and consumer privacy practices.
Through the acquisition, Microsoft will be able to accelerate the delivery of digital advertising solutions for the open web by combining its audience understanding, technology and global advertising customer base with Xandr's large-scale, data-driven platforms for advertising.
The company brings a number of advertising platforms to the table including its cross-screen, first-party data-centered buying platform Xandr Invest as well as its full funnel marketing offering Xandr Monetize.
By acquiring Xandr, Microsoft aims to become organizations' media partner of choice for the open web and we'll likely hear more on its plans for the digital ad marketplace of the future once the transaction officially closes following regulatory review.