Microsoft is extending its use of Xandr’s sell-side platform, Xandr Monetize, and its Global Supply Evangelism relationship with Xandr.
Xandr has renewed a global contract with Microsoft which sees the extension of existing technology solutions, the introduction of new ventures and follows over ten years of successful partnership, the AT&T-owned advertising company announced on 15 July.
According to a media statement by the company, Microsoft is extending its use of Xandr’s sell-side platform, Xandr Monetize, and its Global Supply Evangelism relationship with Xandr, as Microsoft expands and diversifies its monetisation strategy, focusing on increasing Microsoft’s unique audiences for advertisers across premium display, video and native supply in more than 100 countries.
Concurrently, the statement highlighted, Microsoft is increasing its marketing spend that runs through Xandr’s Invest DSP and extending the Microsoft Audience Network demand platform to bid in the Xandr Marketplace.
As digital advertising budgets shift to video, Microsoft ramped up video monetisation efforts supported by Xandr’s video technology solutions and unique video demand.
According to Xander, Microsoft was an early adopter of Xandr’s simplified server-side header bidding solution, Prebid Server Premium. With the technology, Microsoft consolidates its demand for video and native through the tools on Xandr Monetize, allowing for efficient private marketplace (PMP) buying and providing advertisers with a unified path to access Microsoft supply. On the buy-side, Microsoft has augmented its media spend through Xandr’s Invest DSP as one of its primary DSPs for marketing campaigns.
In 2020, Xandr joined the Microsoft Audience Network, which serves “Microsoft Audience Ads,” the only native advertising solution built by its trusted search platform, Microsoft Bing.