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.[3]
In December 2021,
AT&T announced that they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price.[4] The acquisition was completed in June 2022.
History
Following its June 2018 acquisition of
AppNexus,[5] 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.[6][7]
In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub.[8][9]
On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising.[10][11]
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.[13]
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.[14] 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.[4]
On June 6, 2022, Microsoft completed the acquisition of Xandr to bolster its advertising and retail media business, for about USD $1 billion.[15]
Leadership
Xandr is led by Mike Welch,[1] 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.[16] Kirk McDonald, who served as interim CEO following Lesser's departure,[17] moved to GroupM, a subsidiary of
WPP, in August 2020.[18]
The fee-transparent,[24] 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,[6][7] creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[25]
During its first year, Xandr’s revenue was mainly derived from
DirecTV sales. The company has approximately 1800 employees,[26] including 60 in Europe.[20]