Microsoft to acquire Xandr as it looks to increase its advertising footprint

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 22, 2021, 5:36 PM UTC

The Windows company and AT&T’s programmatic ad-tech unit Xandr have been working together for more than ten years.

With this acquisition deal, Microsoft aims to improve advertising results through the first-party data-buying platform Xandr InvestOpens and strengthen monetisation for publishers through Xandr MonetizeOpens. 

This acquisition deal builds on the decade-long relationship between Xandr (including its predecessor companies) and Microsoft. Earlier in July, Microsoft and Xandr renewed a global contract to extend their existing ventures. 

Microsoft’s Mikhail Parakhin said Xandr would complement Microsoft’s advertising offerings and help accelerate the delivery of digital ads and retail media solutions for the open web. “As the digital landscape evolves in a post-cookie world, Microsoft and Xandr together will help shape the digital ad marketplace of the future,” added Parakhin.

The terms of the deal have not been disclosed yet. The completion of this transaction is still subject to closing conditions and regulatory reviews.

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