AT&T sells ad tech business Xandr to Microsoft

Microsoft has agreed to buy Xandr from AT&T for a reported $1bn, about a year after the telecommunication firm first put the advanced advertising unit on the block.

AT&T sells ad tech business Xandr to Microsoft

Xandr had been part of AT&T's WarnerMedia, but was excluded from the division's merger deal with Discovery.

“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,” Xandr EVP and GM Mike Welch said in a statement. “We look forward to using our innovative platform to help accelerate Microsoft’s digital advertising and retail media capabilities.”

Microsoft president of web experiences Mikhail Parakhin 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.”

AT&T formed Xandr in 2018, merging its TV and digital advertising businesses, including digital ad marketplace AppNexus which the company had bought earlier that year for a reported $1.6 billion.

Microsoft has a long-standing history of cooperation with Xandr and its predecessor businesses, having worked together for 10 years.

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