Microsoft has announced that it has entered into a definitive agreement to acquire online advertising and analytics company Xandr from AT & T.
The deal builds on a ten-year relationship between Xandr, its predecessor companies and the software giant to provide digital media solutions to advertisers globally. Through its data-driven technology platform, Xandr provides tools that power a diverse ecosystem that connects marketers and media owners through data-driven first-party advertising solutions across its network.
President of Web Experiences at Microsoft, Mikhail Parakhin explained in a press release how his acquisition of Xandr will help shape the digital advertising market of the future, saying:
“With the talent and technology of Xandr, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping the digital advertising market of tomorrow into one that respects consumers’ privacy preferences. , understands publisher’s relationship with consumers and helps advertisers achieve their goals. “
Shaping the future of digital advertising
Microsoft and Xandr have a common vision for the digital advertising market of the future as well as complementary strengths to strengthen the open web so that everyone can thrive and do so in a way that is consistent with the software giant’s commitment. in favor of strong data and consumer governance. privacy practices.
With this acquisition, Microsoft will be able to accelerate the delivery of digital advertising solutions for the open web by combining its understanding of audience, technology and global advertising customer base with Xandr’s large-scale advertising platforms. .
The company offers a number of advertising platforms, including its multi-screen, data-centric shopping 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 will likely know more about its plans for the digital advertising market of the future once the deal officially closes following the review. regulatory.
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