AT&T corporation has agreed to the accord of its global programmatic advertising platform, Xandr Inc to Microsoft corporation, ending its bid to become the major force in digital marketing. The companies will abide by the agreement of a decade-long relationship which will help boost the digital advertising and retail media capabilities according to Microsoft. The announcement was made via Twitter by the official handle of Xandr on Tuesday, Dec 21.
The deal marks the end of AT&T’s efforts to crack the online advertising market dominated by Facebook, Google. The customers on Microsoft’s properties, such as MSN, will now have access to Xandr’s marketplace for automated online advertising, the companies conferred in a statement on Tuesday. According to the sources from the insiders, the deal was valued at $1 billion.
We're excited to share that @Microsoft has entered an agreement to acquire Xandr from @ATT. Read more about this announcement in the AT&T newsroom and the Microsoft blog.
AT&T Release: https://t.co/ZL5adgCazz
Microsoft Blog Release: https://t.co/OBAJyOm7Oa pic.twitter.com/28qNDpVEWQ— Xandr (@xandr) December 21, 2021
Xandr provides a data-enabled technology platform with tools that help power a diverse ecosystem connecting marketers and media owners through first-party, data-led advertising solutions across its network.
“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,” said Mikhail Parakhin, President of Web Experiences at Microsoft.
“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,“ he added.
AT & T- the world’s largest telecommunication company and the largest provider of mobile telephone services in the U.S, have been in search of Xandr buyers for more than a year since the unit failed to yield explosive revenue growth as it dulled with technical problems.
