Microsoft has agreed to terms with AT&T to acquire its advertising marketplace, Xandr as the company looks to expand its global digital advertising business. The Washington-based tech giant has also entered into a partnership with Taboola, which will see them launch a real-time bidding service in Q1 2022.
Xandr’s acquisition will allow Microsoft to evolve in the digital ad marketplace and its new agreement with Taboola — lasts through July 2024 — will see the two launch a new native bidding service.
Both the acquisition and agreement come at the right time for Microsoft as the digital marketplace is moving towards a cookie-free advertising experience.
Xandr’s scaled, data-drive tech promises to enhance Microsoft’s current ad offerings and accelerate the growth of its business in the global advertising marketplace.
“On the back of massive growth in our industry, including digital platforms such as display and social networks – we intend to repurpose this bidding technology across social networks, display inventory and to be piloted on Microsoft’s digital properties in 2022,” said Adam Singloda, founder and CEO of Taboola.
“We are excited to continue our work with Taboola as an open RTB bidding partner on the Microsoft Exchange. Going forward, this investment positions Microsoft and Taboola to bring even more value to advertisers, agencies and publishers alike and to empower them in new ways in the future,” said Kya Sainsbury-Carter, VP Global Partner Sales Microsoft.
“Microsoft’s shared vision of empowering a free and open web and championing an open industry alternative via a global advertising marketplace makes it a great fit for Xandr. We look forward to using our innovative platform to help accelerate Microsoft’s digital advertising and retail media capabilities,” said Xandr’s EVP and GM Mike Welch.
“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,” said Mikhail Parakhin, President of Web Experiences at Microsoft.