Xandr: A Leading Advertising Platform with Microsoft

Xandr is a leading advertising platform that's part of Microsoft, a tech giant. Xandr was founded in 2018 as AppNexus, and in 2019, Microsoft acquired the company, rebranding it as Xandr.

This acquisition marked a significant shift in the advertising landscape, as Xandr's technology was integrated into Microsoft's existing ad offerings. Xandr's platform provides a range of tools for publishers and advertisers to manage their ad campaigns.

With Xandr, publishers can access a vast inventory of ad space, while advertisers can target their desired audience with precision. Xandr's technology also enables real-time bidding and auctioning of ad space, making it a highly efficient platform.

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Xandr offers a global reach with one of the largest programmatic marketplaces in the world, connecting advertisers with premium inventory across diverse channels and geographies.

Xandr's advanced data capabilities enable data-driven targeting, allowing you to target your ideal customers with precision and personalize ad experiences for maximum impact.

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Xandr's automation and optimization tools help automate repetitive tasks and optimize campaign performance with intelligent tools and algorithms.

Here are some key features of Xandr:

Xandr provides distinct advantages for Microsoft advertisers, including seamless activation of Microsoft first-party audience data for better targeting and preferred access to premium Microsoft ad inventory across MSN, Outlook, Skype, and more.

Xandr offers a range of key features that make it an attractive choice for advertisers. Its global reach is one of the largest programmatic marketplaces in the world, connecting advertisers with premium inventory across diverse channels and geographies.

Xandr empowers you to reach your target audience across the entire media landscape, including CTV, display, native, audio, and DOOH. This means you can connect with your audience wherever they are, whether it's on their TV, computer, or mobile device.

With Xandr, you can leverage advanced data capabilities to target your ideal customers with precision. This means you can personalize ad experiences for maximum impact and reach the right people with your message.

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Xandr's automation and optimization tools can help you automate repetitive tasks and optimize campaign performance. This can save you time and effort, and help you get better results from your advertising spend.

Here are some of the key features of Xandr that make it stand out:

Targeted marketing tech is all about precision and personalization. With Xandr, you can leverage advanced data capabilities to target your ideal customers with precision and personalize ad experiences for maximum impact.

Xandr's global reach allows you to connect with premium inventory across diverse channels and geographies, giving you a vast pool to choose from. This means you can reach your target audience across the entire media landscape, whether it's CTV, display, native, audio, or DOOH.

To make the most of Xandr's capabilities, you can automate repetitive tasks and optimize campaign performance with their intelligent tools and algorithms. This saves you time and effort, allowing you to focus on more strategic aspects of your marketing.

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Here are some key features that make Xandr stand out:

As a Microsoft advertiser, you get access to exclusive benefits through Xandr. This includes seamless activation of Microsoft first-party audience data for better targeting, as well as preferred access to premium Microsoft ad inventory across MSN, Outlook, Skype and more.

Xandr operates in a market where technology is advancing rapidly, especially in the area of targeted marketing. This is evident in the existence of companies building technology that enables marketing teams to identify, reach, and engage with consumers seamlessly across channels.

Targeted marketing technology has become a crucial aspect of marketing strategies, allowing businesses to connect with their ideal audience more effectively. This technology is built on the concept of identifying, reaching, and engaging with consumers across various channels.

The growth of targeted marketing technology has led to increased competition in the market, with companies like Xandr striving to stay ahead in the game.

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AppNexus, a platform acquired by Microsoft through its 2022 acquisition of Xandr, was widely recognized for providing advertisers with unprecedented visibility into fee structures and money flows throughout the advertising supply chain.

The platform's commitment to transparency extended beyond its fee structure, with AppNexus reworking publisher contracts in December 2018 to enable fee transparency for buyers.

AppNexus took a risk with every impression bought, based on its prediction of what the value of that impression would be towards a goal of only buying in-view, a first step towards outcome-based buying.

This approach gave advertisers confidence that they were getting the best value for their money, with AppNexus charging an average of just 8.5% to sellers on its platform, significantly lower than many competitors.

Under Brian O'Kelley's leadership, AppNexus adopted a strategy called supply path optimization (SPO) that allowed it to benefit from having a low take rate.

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Xandr was born out of a major transformation in 2018 when AT&T took full control of Appnexus and rebranded it as Xandr, in homage to its parent company's founder.

In September 2018, Xandr was officially unveiled at the AT&T Relevance Conference in Santa Barbara, California.

Xandr revamped its AppNexus DSP and introduced Xandr Invest as its principal ad-buying center in June 2019, offering a more streamlined approach to digital advertising.

The same year, Xandr launched Dubbed Community, a digital ad marketplace designed to bring together agencies, advertisers, and publishers in a more collaborative environment.

In 2020, Xandr partnered with Warner Media to create a more compelling value proposition for its clients.

Microsoft later acquired Xandr to enhance its digital advertising solutions and retail media capabilities.

The World Federation of Advertisers (WFA) has developed an eight-point checklist for programmatic transparency.

Advertisers should verify whether they know "the actual amount of spend that goes into actual working media" and ensure their data is transferable to any party or vendor of their choosing.

Direct relationships with digital partners do not automatically deliver transparency, as Muhammad Abdullah, Regional Head of Digital for WFA strategic partners Ebiquity, emphasized.

Industry leaders like Joe Zappa believe that transparency will be a key differentiator in the "Outcomes Era" of advertising.

Zappa argued that while Google and Meta have set a paradigm of "Tell me what outcomes you want and we'll deliver them", advertisers are seeking alternatives that provide both performance and visibility.

The industry has seen increased movement toward supply path optimization (SPO) as a response to transparency concerns.

Optimizing supply paths can help lower tech fees and shift more funds to working media, as Pratt explained in The Drum.

Advertisers are seeking transparency, with Zappa suggesting that they can clearly see what they're doing, whether they're driving incremental sales, and how to repurpose the results for other platforms and inventory sources.

Xandr Monetize SSP is a strategic selling platform that enables media companies to unlock the full value of their inventory.

It provides holistic inventory management controls, unique data, and differentiated buyer demand, which can improve the experience for consumers.

Xandr understands publishers' relationships and unlocks several benefits for media owners, including better insight into publisher needs.

Xandr Monetize SSP is a strategic selling platform with holistic inventory management controls, unique data, and differentiated buyer demand. It enables media companies to unlock the full value of their inventory and improve the experience for their consumers.

This platform provides better insight into publisher needs, which is crucial as the digital landscape evolves. Xandr understands publishers' relationships and unlocks several benefits for media owners.

By using Xandr Monetize SSP, media companies can improve the experience for their consumers and unlock the full value of their inventory.

Xandr Invest DSP is a strategic buying platform built for advertisers and advertising agencies. It's designed to help them plan, execute, and learn from their media campaigns.

This platform features a machine-learning optimization system that provides enhanced efficiencies to established marketing objectives. It enables buyers to shift focus to increasingly sophisticated tactics to achieve unique outcomes.

Xandr Invest DSP also offers a streamlined user interface that makes it easy to navigate and use. This is especially important in a post-cookie world where advertisers need to adapt to new technologies and strategies.

The platform maximizes buyers' digital investments through effective integrated platform design, identity-centric CTV and digital video buying, and intelligent data solutions. These features help advertisers stay ahead in their advertising goals.

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Xandr's partnerships are a key part of its success. With its exclusive access to Netflix ads, Xandr offers advertisers a unique opportunity to reach the highly engaged Netflix audience in a premium CTV environment.

Xandr has also been a long-time partner of Gourmet Ads, using a range of Xandr products across their business since 2012. They utilize Xandr's Monetize SSP as their primary Supply Side Platform / Sell Side and Ad Server.

As a result of its partnerships, Xandr provides distinct advantages for Microsoft advertisers, including Microsoft Audience Network Access and preferred access to premium Microsoft ad inventory across MSN, Outlook, Skype and more.

Here are some of the benefits of Xandr's partnerships:

Major brands that use Xandr and Microsoft advertising tools together have seen excellent results, including a 142% higher booking rate for ads targeting Microsoft audiences, 25% higher ROAS with Microsoft data-driven targeting, and 56% greater traffic with retargeting ads via Xandr on Microsoft properties.

Xandr's exclusive partnership with Netflix offers advertisers a unique opportunity to reach the highly engaged Netflix audience in a premium CTV environment. This presents a game-changer for brands seeking to capture the attention of cord-cutters and streaming enthusiasts.

With Xandr as the exclusive technology and sales partner for Netflix's ad-supported tier, you can tap into a vast and dedicated audience. The partnership provides a premium CTV environment that's perfect for advertisers looking to reach viewers who are highly engaged with Netflix content.

Xandr's expertise and technology enable advertisers to reach this valuable audience in a targeted and effective way. By leveraging Xandr's platform, you can create and execute campaigns that drive real results and ROI.

Here are some benefits of Xandr's partnership with Netflix:

By partnering with Xandr, you can unlock the full potential of programmatic advertising and achieve your goals in the digital advertising landscape.

Curate is a powerful tool that enables data owners to monetize their proprietary data and access unique buyer demand.

Xandr Curate is a self-service platform that allows you to build curated inventory packages and sell them programmatically via deals at the click of a button.

This platform empowers supply management teams to create strategic, goal-oriented markets for their traders.

Xandr Curate is a game-changer for companies looking to maximize their data's value.

Xandr is included in 2 Expert Collections, including Targeted Marketing Tech, which highlights its expertise in this area.

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Xandr is a leading advertising technology company that offers a wide range of solutions to help businesses connect with their target audiences.

Xandr was founded in 2018, after AT&T acquired AppNexus, a leading ad tech company. Xandr's headquarters is located in Atlanta, Georgia, and it has offices in several other locations around the world.

Xandr's platform provides a range of tools and services to help businesses manage their advertising campaigns, including a demand-side platform (DSP) and a supply-side platform (SSP).

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Xandr is a powerful platform that helps businesses achieve excellent results with their advertising efforts. Major brands like Hertz, Progressive Insurance, and eHarmony have all seen significant improvements in their ad performance.

Hertz, for example, saw a 142% higher booking rate for ads targeting Microsoft audiences using Xandr and Microsoft advertising tools together. This is a testament to the effectiveness of Xandr's platform.

Progressive Insurance achieved 25% higher Return on Ad Spend (ROAS) with Microsoft data-driven targeting through Xandr. This is a significant improvement in ad performance.

eHarmony enabled 56% greater traffic with retargeting ads via Xandr on Microsoft properties. This shows the potential of Xandr's platform for driving traffic and engagement.

By working with Xandr and Microsoft, businesses can unlock new opportunities for growth and success.

Microsoft Ownership is a significant development in the company's history. On June 6, 2022, Microsoft successfully bought Xandr for about $1 billion USD.

This acquisition will bolster Microsoft's retail media and advertising business. Mike Welch is the executive vice president and general manager of Xandr.

Microsoft's global advertising customer base will be strengthened after this acquisition. The partnership will accelerate the delivery of premium advertising products.

Microsoft's understanding of web experiences and the open web will be further enhanced. This will enable the company to create more effective advertising solutions.

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Xandr's headquarters is located at a prestigious address in New York City.

The exact address is 1 Rockefeller Plaza, New York, New York 10020. This is a significant location, as it's a hub for business and finance.

Xandr was founded in 2018, marking the beginning of this company's journey.

Here are the details of Xandr's headquarters location:

The ad tech industry is rapidly entering the "Outcomes Era", where measurable business results take priority over impressions or clicks. This shift promises greater accountability and return on investment.

Microsoft and Google are positioning their AI-powered solutions as the ultimate answer to marketers' performance demands. Microsoft's AI platform will "harness the full power of AI and our unique audience intelligence to enable personalized and conversational advertising and deliver profitable growth for our clients and partners."

However, these promises of superior outcomes come with a significant trade-off: reduced visibility into how those outcomes are achieved. Advertisers are increasingly faced with the choice between different philosophies of digital advertising: ease of use and potential performance gains from fully automated solutions, or transparency and control over advertising investments.

The absence of renewable energy sources would lead to a significant increase in greenhouse gas emissions, exacerbating climate change.

Without sustainable agriculture practices, crop yields would decline, and food production would struggle to meet the demands of a growing global population.

The world would likely experience widespread water scarcity, affecting both human consumption and agricultural use.

Cities would become even more congested and polluted without advanced public transportation systems.

Without access to clean water, communities would struggle to maintain basic hygiene and health standards.

The Outcomes Era is here, and it's changing the way we think about digital advertising. Advertisers are now focusing on delivering measurable business results, rather than just impressions or clicks.

This shift promises greater accountability and return on investment, but it's also creating new tensions around transparency and advertiser control. Microsoft and Google are positioning their AI-powered solutions as the ultimate answer to marketers' performance demands.

Microsoft's Sainsbury-Carter describes a future where their platform will "harness the full power of AI and our unique audience intelligence to enable personalized and conversational advertising and deliver profitable growth for our clients and partners." Similarly, Google's messaging reveals their promise of superior outcomes, with "PMax getting you 27% more conversions, and not just non-retail."

However, these promises come with a significant trade-off: reduced visibility into how those outcomes are achieved. Advertisers are increasingly dealing with "black boxes" where inputs and outputs are visible, but the processes in between become opaque.

The industry is now divided between walled garden platforms like Google and Meta, and independent ad tech companies that offer greater visibility and control over advertising investments.

Here are the key differences between these two approaches:

For advertisers, the choice is now between different philosophies of digital advertising. Do they prioritize ease of use and potential performance gains from fully automated solutions, or do they value transparency and control enough to accept potentially more complex workflows?

Fees can have a significant impact on campaign performance, reducing the final bid received by publishers and affecting win rate and pricing.

In an auction environment, fees can directly alter how much of an advertiser's bid actually reaches publishers, making transparency crucial for advertisers seeking to optimize their campaigns.

Different fee structures can lead to drastically different amounts reaching the publisher, as seen in the example where Advertiser A's final bid received by the publisher was $2.40, compared to Advertiser B's $3.83.

Advertiser B won the auction despite starting with an identical bid to Advertiser A, simply because their supply path was more efficient with lower fees.

A 20% fee can make a big difference, as in the case of Advertiser A who had a 20% DSP fee, compared to Advertiser B's 10% DSP rate.

Choosing Xandr can simplify your programmatic advertising, allowing you to navigate the complex world of buying and selling with ease.

With Xandr, you can reach your target audience across diverse channels and devices, making it easier to connect with the right people at the right time.

Xandr's advanced data and automation tools enable you to maximize campaign performance and drive measurable results, ultimately optimizing your return on investment (ROI).

To achieve this, Xandr's constant innovation and exclusive offerings, such as Netflix ads, give you a competitive edge in the market.

Here are four key benefits of choosing Xandr:

Gourmet Ads uses Xandr's Prebid Server Premium (PSP) to increase demand across various industries and supply types.

PSP is powered by Prebid, the most popular open-source header bidding system, which makes it easy to set up and requires minimal development resources.

Xandr's PSP optimizes end-to-end administration of prebid settings and demand partner configurations.

A comprehensive picture of header bidding performance is provided to sellers, including insights to enhance performance or resolve issues.

Gourmet Ads is built upon the Xandr tech stack and fully integrated with certain Demand Side Platform Companies (DSPs), enabling streamlined connections between advertisers and end-user consumers.

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Xandr Curate is a self-service platform that allows you to build curated inventory packages and sell them programmatically via deals at the click of a button.

You can use Xandr Curate to monetize your proprietary data and get access to unique buyer demand, which can be a game-changer for data owners.

Xandr Curate empowers supply management teams to create strategic, goal-oriented markets for its traders, giving them more control over their inventory.

With Xandr Curate, you can build curated inventory packages quickly and easily, without needing to spend hours on manual setup.

Xandr is included in 2 Expert Collections, including Targeted Marketing Tech, which highlights its importance in the industry.

This recognition by expert analysts shows that Xandr Curate is a valuable tool for anyone looking to succeed in targeted marketing.