On December 21, 2021, Microsoft announced plans to purchase Xandra from AT&T. Six months later, Microsoft revealed that the acquisition was complete.
What is Xandr. Xandr is “a data-enabled technology platform that offers tools to help drive a diverse ecosystem that connects marketers and media owners through its own data-based advertising solutions on its network.”
What Microsoft says. “With Xandro’s talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions by shaping tomorrow’s digital advertising market into a market that respects consumer privacy preferences, understands publishers’ relationships with consumers and helps advertisers achieve their goals,” he said. Mikhail. Parakhin, president of Microsoft’s online experience department.
What this could mean for Microsoft advertisers. By joining forces, Microsoft hopes to combine its data and audience technology with the powerful Xandr platform. This could allow Microsoft to take advantage of their municipal network and provide additional inventory such as native video and digital TV.
Additional advertising platforms. With Xandra, Microsoft can accelerate the delivery of digital solutions for the open web by providing large-scale solutions such as:
- Xandr Invest
- Xandr Monetize
- Microsoft Municipal Network
- Microsoft User Experience Platform
Official announcement. You can read the notice here.
Releases of new products. Microsoft has not given a word about special dates for new products, integrations, or opportunities for advertisers. Today, there are no changes in the way companies are supported.
Why we care. Bing continues to lag behind Google in its most popular search advertising platform. However, this acquisition and addition of new products, targeting and opportunities could be profitable for advertisers looking for an alternative. It is too early to guess how this will affect the digital ad landscape.
If you’re interested in learning more about it, check out the chat by the fireplace John Cosley Senior Marketing Communications Director, Microsoft Advertising, SMX Advanced Day 1, June 14, at 11:40 a.m. You can register for free here.
New to Search Engine Land