Xandr
{{short description|Advertising and analytics company}}
{{Update|reason=Xandr is apparently being shut down. References from 2025 May: [https://digiday.com/media-buying/microsoft-advertising-is-closing-the-xandr-dsp/] [https://about.ads.microsoft.com/en/blog/post/may-2025/empowering-businesses-for-a-future-that-is-conversational-personal-and-agentic]|date=June 2025}}
{{Use American English|date=March 2019}}
{{Use mdy dates|date=March 2019}}
{{Infobox company
| name = Xandr, Inc.
| trading_name =
| logo = Xandr.svg
| former_names = AT&T Advertising and Analytics (2018)
| type = Subsidiary
| industry = {{ubl|Advertising|Analytics}}
| predecessors = {{ubl|AT&T AdWorks|Turner Advertising}}
| founded = {{start date and age|2018|9|25}}
| founder =
| hq_location_city = New York City, New York
| hq_location_country = U.S.
| area_served = Worldwide
| products = Community
Xandr Invest
Xandr Monetize
| key_people = Mike Welch (EVP & GM)
Ben John (CTO){{cite web |title=Xandr Leadership Team |url=https://www.xandr.com/about/#leadership-team |website=xandr.com |access-date=18 May 2021 |archive-date=May 20, 2019 |archive-url=https://web.archive.org/web/20190520083557/https://www.xandr.com/about/#leadership-team |url-status=live }}
| parent = AT&T (2018-2022)
Microsoft (2022-present)
| divisions = {{ubl|Xandr Media|Xandr Data}}
| subsid = {{ubl|AppNexus|Clypd}}
| website = {{URL|https://www.xandr.com}}
| footnotes =
}}
Xandr, Inc. (pronounced "Zander") is the advertising and analytics subsidiary of Microsoft, which operates an online platform, Community, for buying and selling consumer-centric digital advertising.{{Cite web |url=https://www.nexttv.com/news/at-t-putting-all-programmatic-digital-ad-spending-with-xandr |title=AT&T Putting All Programmatic Digital Ad Spending with Xandr |first=Jon |last=Lafayette |date=February 11, 2019 |website=Broadcasting Cable |access-date=May 21, 2019 |archive-date=June 14, 2020 |archive-url=https://web.archive.org/web/20200614012806/https://www.nexttv.com/news/at-t-putting-all-programmatic-digital-ad-spending-with-xandr |url-status=live }}
In December 2021, AT&T announced that they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price.{{cite web|title=Microsoft to buy Xandr ad marketplace from AT&T|url=https://www.zdnet.com/article/microsoft-to-buy-xandr-ad-marketplace-from-at-t/|work=ZDNet|first=Mary Jo|last=Foley|date=December 21, 2021|access-date=December 21, 2021}} The acquisition was completed in June 2022.
History
Following its June 2018 acquisition of AppNexus,{{Cite web |url=https://www.adexchanger.com/digital-tv/atts-xandr-officially-combines-its-tv-ad-biz-with-the-appnexus-digital-ad-platform/ |title=AT&T's Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform |first=Rae |last=Paoletta |date=November 29, 2018 |website=AdExchanger |access-date=October 27, 2021 |archive-date=September 24, 2021 |archive-url=https://web.archive.org/web/20210924193143/https://www.adexchanger.com/digital-tv/atts-xandr-officially-combines-its-tv-ad-biz-with-the-appnexus-digital-ad-platform/ |url-status=live }} Xandr was formed by AT&T to construct a national TV advertising marketplace.
Xandr was launched on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell.{{Cite web|url=https://www.bloomberg.com/news/articles/2018-09-25/at-t-ad-unit-now-called-xandr-in-nod-to-alexander-graham-bell|title=AT&T Ad Unit Now Called ‘Xandr’ in Nod to Alexander Graham Bell|date=September 25, 2018|via=www.bloomberg.com}}{{Cite web|url=https://about.att.com/story/2018/att_launches_xandr.html|title=AT&T Launches New Advertising Company, Xandr|website=about.att.com|access-date=May 21, 2019|archive-date=April 13, 2019|archive-url=https://web.archive.org/web/20190413185638/https://about.att.com/story/2018/att_launches_xandr.html|url-status=live}}
In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub.{{cite news|url=https://www.businessinsider.com/att-unveils-xandr-invest-ad-unit-2019-6|title=The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit|last1=Mariel Soto Reyes|publisher=Business insider|date=12 June 2019|access-date=December 13, 2019|archive-date=December 13, 2019|archive-url=https://web.archive.org/web/20191213185201/https://www.businessinsider.com/att-unveils-xandr-invest-ad-unit-2019-6|url-status=live}}{{cite news|url=https://www.reuters.com/article/us-at-t-advertising/atts-xandr-launches-ad-buying-platform-for-premium-content-idUSKCN1TB1LJ|title=The AT&T's Xandr launches ad-buying platform for premium content|last1=Dang|first1=Sheila|publisher=Reuters|date=10 June 2019|access-date=December 13, 2019|archive-date=December 13, 2019|archive-url=https://web.archive.org/web/20191213190203/https://www.reuters.com/article/us-at-t-advertising/atts-xandr-launches-ad-buying-platform-for-premium-content-idUSKCN1TB1LJ|url-status=live}}
On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising.[https://adage.com/article/digital/xandr-acquires-clypd-move-build-connected-tv-empire/2208371 "XANDR ACQUIRES CLYPD IN MOVE TO BUILD CONNECTED TV EMPIRE] {{Webarchive|url=https://web.archive.org/web/20191021112933/https://adage.com/article/digital/xandr-acquires-clypd-move-build-connected-tv-empire/2208371 |date=October 21, 2019 }} Ad Age; October 18, 2019. Accessed October 21, 2019.]{{cite news|url=https://www.reuters.com/article/us-at-t-advertising/atts-xandr-purchases-tv-advertising-company-clypd-source-idUSKBN1WW30G|title=AT&T's Xandr purchases TV advertising company clypd: source|last1=Dang|first1=Sheila|publisher=Reuters|date=17 October 2019|access-date=December 13, 2019|archive-date=December 12, 2019|archive-url=https://web.archive.org/web/20191212221140/https://www.reuters.com/article/us-at-t-advertising/atts-xandr-purchases-tv-advertising-company-clypd-source-idUSKBN1WW30G|url-status=live}}
On April 30, 2020, it was folded into WarnerMedia.{{cite web|url=https://www.xandr.com/news/warnermedia-and-xandr-combine-to-create-a-stronger-value-proposition-for-agencies-advertisers-and-publishers/|title=WarnerMedia and Xandr Combine To Create A Stronger Value Proposition For Agencies, Advertisers, and Publishers|date=April 30, 2020|website=Xandr|access-date=May 10, 2020|archive-date=May 1, 2020|archive-url=https://web.archive.org/web/20200501103136/https://www.xandr.com/news/warnermedia-and-xandr-combine-to-create-a-stronger-value-proposition-for-agencies-advertisers-and-publishers/|url-status=live}}
Rumors and speculation spread in 2020 that AT&T was seeking to sell and offload Xandr, along with DirecTV and Crunchyroll. The reasoning is twofold: first, AT&T took on immense debt to purchase WarnerMedia, and any non-core asset sales would help pay off that debt burden. Secondly, Xandr was inherently compromised by its association with AT&T and HBO Max, as many would-be advertisers were reluctant to use what is essentially a competitor for their ad buys, and as such it might be more lucrative on its own.{{Cite web|url=https://www.mediaplaynews.com/att-ups-effort-to-sell-directv-xandr-and-crunchyroll/|title=AT&T Ups Effort to Sell DirecTV, Xandr and Crunchyroll – Media Play News|date=September 2020 |access-date=May 17, 2021|archive-date=March 2, 2021|archive-url=https://web.archive.org/web/20210302111642/https://www.mediaplaynews.com/att-ups-effort-to-sell-directv-xandr-and-crunchyroll/|url-status=live}}
On May 17, 2021, it was announced that WarnerMedia would be merged with Discovery, Inc. to form a new publicly traded company known as Warner Bros. Discovery, but that the Xandr business would not be included in the transaction and would remain a division of AT&T.{{cite web |last1=Rifilato |first1=Tony |title=AT&T Will Hold On To Xandr As It Relinquishes WarnerMedia |url=https://www.adexchanger.com/digital-tv/att-will-hold-on-to-xandr-as-it-relinquishes-warnermedia/ |website=adexchanger.com |date=May 17, 2021 |access-date=18 May 2021 |archive-date=May 18, 2021 |archive-url=https://web.archive.org/web/20210518102426/https://www.adexchanger.com/digital-tv/att-will-hold-on-to-xandr-as-it-relinquishes-warnermedia/ |url-status=live }} On December 21, 2021, AT&T announced that they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price, subject to customary closing conditions, including regulatory reviews.
On June 6, 2022, Microsoft completed the acquisition of Xandr to bolster its advertising and retail media business, for about USD $1 billion.{{cite web|last=Czarnecki|first=Sean|url=https://www.businessinsider.com/microsoft-potential-adtech-acquisitions-that-could-build-advertising-business-2022-6?op=1|title=Microsoft just closed its acquisition of adtech firm Xandr. Here are 5 other companies it could buy to compete with Google and Meta|website=Business Insider|date=June 6, 2022|access-date= July 1, 2022}}
Leadership
Xandr is led by Mike Welch, after the departure in March 2020 by former GroupM North America CEO Brian Lesser, who was appointed chief executive officer of AT&T advertising and analytics in 2017.[https://www.wsj.com/articles/groupm-north-america-ceo-brian-lesser-to-depart-for-at-t-role-1501852521 "GroupM North America CEO Brian Lesser to Depart for AT&T Role"] {{Webarchive|url=https://web.archive.org/web/20190821062524/https://www.wsj.com/articles/groupm-north-america-ceo-brian-lesser-to-depart-for-at-t-role-1501852521 |date=August 21, 2019 }} by Alexandra Bruell; The Wall Street Journal; August 4, 2017. Accessed May 21, 2019. Kirk McDonald, who served as interim CEO following Lesser's departure,{{Cite web |url=https://digiday.com/media/ceo-brian-lesser-gone-advertisers-question-atts-commitment-xandr/ |title=With CEO Brian Lesser gone, advertisers question AT&T's commitment to Xandr |date=March 16, 2020 |website=digiday.com |access-date=March 16, 2020 |archive-date=March 17, 2020 |archive-url=https://web.archive.org/web/20200317193524/https://digiday.com/media/ceo-brian-lesser-gone-advertisers-question-atts-commitment-xandr/ |url-status=live }} moved to GroupM, a subsidiary of WPP, in August 2020.{{cite web |last1=Steinberg |first1=Brian |title=Kirk McDonald Will Become North American CEO of GroupM |url=https://variety.com/2020/tv/news/kirk-mcdonald-groupm-advertising-media-xandr-1234738840/ |website=variety.com |access-date=18 May 2021 |date=18 August 2020 |archive-date=May 18, 2021 |archive-url=https://web.archive.org/web/20210518102430/https://variety.com/2020/tv/news/kirk-mcdonald-groupm-advertising-media-xandr-1234738840/ |url-status=live }}
Operations
In May 2019, Xandr launched Community, its new video marketplace{{Cite web |url=https://www.mediapost.com/publications/article/335781/xandr-to-launch-community-marketplace-enhanced.html |title=Xandr To Launch 'Community' Marketplace, Enhanced Addressable TV Offerings |website=www.mediapost.com |access-date=May 21, 2019 |archive-date=July 31, 2019 |archive-url=https://web.archive.org/web/20190731054014/https://www.mediapost.com/publications/article/335781/xandr-to-launch-community-marketplace-enhanced.html |url-status=live }} that connects advertisers, publishers, and consumer media brands,{{cite news|url=https://digiday.com/marketing/inside-atts-plan-grab-european-ad-budgets/|title=AT&T's Xandr has ambitious European expansion plans|last1=Joseph|first1=Seb|publisher=DIGIDAY|date=1 July 2019|access-date=December 13, 2019|archive-date=December 14, 2019|archive-url=https://web.archive.org/web/20191214120044/https://digiday.com/marketing/inside-atts-plan-grab-european-ad-budgets/|url-status=live}} including Warner Bros. Discovery platforms: CNN, TNT, TruTV, B/R Live, and Otter Media. Other media on the Community platform includes Vice Media, Hearst Communications, Newsy, Philo, Tubi, and Xumo,{{Cite web|url=https://www.adweek.com/convergent-tv/atts-xandr-unveils-community-its-long-awaited-video-marketplace/|title=AT&T's Xandr Unveils Community, Its Long-Awaited Video Marketplace|date=May 14, 2019 |access-date=October 27, 2021|archive-date=October 27, 2021|archive-url=https://web.archive.org/web/20211027183638/https://www.adweek.com/convergent-tv/atts-xandr-unveils-community-its-long-awaited-video-marketplace/|url-status=live}}{{Cite web|url=https://adage.com/article/special-report-tv-upfront/xandr-introduces-ad-marketplace-dubbed-community-during-upfronts/2171371|title=Xandr introduces ad marketplace, dubbed Community, during upfronts|date=May 14, 2019|website=Ad Age|access-date=May 21, 2019|archive-date=October 21, 2020|archive-url=https://web.archive.org/web/20201021194216/https://adage.com/article/special-report-tv-upfront/xandr-introduces-ad-marketplace-dubbed-community-during-upfronts/2171371|url-status=live}} Vudu, and Bloomberg.{{cite news|url=https://www.broadcastingcable.com/news/one-year-in-xandr-still-pushing-for-relevant-ads|title=One Year In, Xandr Still Pushing for Relevant Ads|last1=Lafayette|first1=Jon|publisher=Broadcasting & Cable|date=23 September 2019|access-date=December 13, 2019|archive-date=December 13, 2019|archive-url=https://web.archive.org/web/20191213192407/https://www.broadcastingcable.com/news/one-year-in-xandr-still-pushing-for-relevant-ads|url-status=live}}
The fee-transparent,{{Cite web|url=https://www.adexchanger.com/platforms/appnexus-reworks-publisher-contracts-to-enable-fee-transparency-for-buyers/|title=AppNexus Reworks Publisher Contracts To Enable Fee Transparency For Buyers|first=Sarah|last=Sluis|date=December 11, 2018|website=AdExchanger|access-date=October 27, 2021|archive-date=April 11, 2021|archive-url=https://web.archive.org/web/20210411032859/https://www.adexchanger.com/platforms/appnexus-reworks-publisher-contracts-to-enable-fee-transparency-for-buyers/|url-status=live}} consumer-centric Xandr advertising model combines data, AT&T’s then newly acquired WarnerMedia content, AppNexus, and other proprietary advertising technology, to integrate with AT&T’s consumer network, creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[https://www.wsj.com/articles/at-t-pushes-xandr-ad-products-in-viacom-carriage-talks-11553449397 "AT&T Pushes Xandr Ad Products in Viacom Carriage Talks" by Alexandra Bruell; The Wall Street Journal; March 25, 2019. Accessed May 21, 2019.] {{Webarchive|url=https://web.archive.org/web/20190521195620/https://www.wsj.com/articles/at-t-pushes-xandr-ad-products-in-viacom-carriage-talks-11553449397 |date=May 21, 2019 }}
On March 11, 2020 CEO Brian Lesser resigned. On April 30, 2020 AT&T announced that Warner Media and Xandr would be merged.
During its first year, Xandr’s revenue was mainly derived from DirecTV sales. The company has approximately 1800 employees,{{cite news|url=https://variety.com/2019/digital/news/att-xandr-warnermedia-brian-lesser-advertising-1203430997/|title=AT&T's Xandr Works for Closer Ties With WarnerMedia|last1=Steinberg|first1=Brian|publisher=Variety|date=10 December 2019|access-date=December 13, 2019|archive-date=December 11, 2019|archive-url=https://web.archive.org/web/20191211152914/https://variety.com/2019/digital/news/att-xandr-warnermedia-brian-lesser-advertising-1203430997/|url-status=live}} including 60 in Europe.
In 2023 Netzpolitik.org analyzed an inventory file of Xandr{{Cite web |last=Dachwitz |first=Ingo |date=2023-07-06 |title=Surveillance advertising in Europe: The adtech industry tracks most of what you do on the Internet. This file shows just how much. |url=https://netzpolitik.org/2023/surveillance-advertising-in-europe-the-adtech-industry-tracks-most-of-what-you-do-on-the-internet-this-file-shows-just-how-much/ |access-date=2024-06-18 |website=netzpolitik.org |language=en}} and described how it categorizes people in an article series{{Cite web |last=Gille |first=Johannes |date=2023-08-24 |title=Schlagwort: Die Xandr-Recherche |url=https://netzpolitik.org/2023/eu-country-comparison-how-data-brokers-are-screening-us/ |access-date=2024-06-18 |website=netzpolitik.org |language=de-DE}} and a talk at the Chaos Communication Congress.{{Cite AV media |url=https://media.ccc.de/v/37c3-11974-die_akte_xandr_ein_tiefer_blick_in_den_abgrund_der_datenindustrie |title=Die Akte Xandr |date=2023-12-27 |last=Meineck |first=Sebastian |last2=Dachwitz |first2=Ingo |language=en |access-date=2024-06-18 |via=media.ccc.de}}
References
{{reflist}}
External links
- {{Official website|https://www.xandr.com/}}
{{Microsoft}}
Category:Digital marketing companies of the United States
Category:American companies established in 2018
Category:2018 establishments in New York City
Category:Advertising agencies based in New York City
Category:Marketing companies established in 2018
Category:Online advertising services and affiliate networks
Category:Former AT&T subsidiaries
Category:Microsoft acquisitions