Blast: Microsoft buys Xandr |

The telecommunications group AT&T has approved the sale of the programmatic advertising platform Xandr to Microsoft. Microsoft could thus have a strong influence on the advertising market.

Microsoft is taking over the large advertising network Xandr – which means a major shift in online marketing. The technology and analysis company, including its own programmatic advertising platform, is one of the big players in programmatic marketing, while Microsoft, as one of the most valuable companies of all, shapes the digital space in various ways. Because in addition to the hardware and, above all, the software that is used extensively, the group offers various Advertising solutions – for example in the search area via Bing – and can also record growing income both via subsidiary LinkedIn and via the intelligent cloud. Now, thanks to Xandr, Microsoft could prove to be a very important pillar in a post-cookie marketing world.

„Shaping tomorrow’s digital ad marketplace“ – AT&T gibt Xandr an Microsoft ab

In a press release announced Xandrthat AT&T has agreed to sell the company. The advertising business to support the AT&T-owned pay-TV company DirecTV is not included in the deal. In addition, the takeover still has to go through the usual closing conditions, including regulatory reviews, for example with regard to an antitrust review.

Xandr’s promotional offers are intended to strategically expand Microsoft’s previous ad options. The group could thus shape the advertising market much more strongly than before in the coming years. The combination of the technological foundations of the companies could also contribute to relevant advertising in a cookieless advertising environment. Mikhail Parakhin, President of Web Experiences at Microsoft, said:

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.

With the acquisition of Xandr, Microsoft should also strengthen its revenue prospects for the next year – especially with regard to growth in the advertising sector. Revenue in the company’s own Q1 2022 was last at 45.3 billion US dollars. Income from Azure and cloud services YoY grew by 50 percent and income from search and news advertising increased by 40 percent year-on-year. The Group’s stock is on the upswing after the EU recently confirmedthat Microsoft can take over the speech recognition company Nuance.

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