Microsoft Advertising has successfully completed the transition of its in-house sales and technology teams to leverage and monetize Xandr’s supply-side platform (SSP). This transition allows Microsoft Advertising to consolidate its inventory and streamline the buying process for advertisers. Earlier, in December 2021, Microsoft finalized the deal to acquire Xandr from AT&T.
The integration of Xandr’s SSP will provide Microsoft Advertising with a unified global platform for various ad formats, including display, video, and native ads. Ad inventory on popular Microsoft platforms such as Microsoft Start, MSN, Outlook, and Microsoft Casual Games will now be accessible through a single platform. Notably, a significant portion of the display and native ads has already been transitioned, with the focus now shifting to video ads in the coming month.
Despite this change, advertisers will still maintain the same level of access to Microsoft’s owned-and-operated properties through the open marketplace or their preferred demand-side platforms (DSPs). However, Microsoft aims to simplify the purchasing process by offering advertisers the convenience of buying inventory from one platform and working with a unified team.
The inventory available on the new platform can be purchased through the advertiser’s preferred DSP. Most major DSPs already integrate seamlessly with Monetize SSP. Advertisers using Microsoft’s DSP, in addition to its SSP, can expect even greater efficiencies through enhanced transparency.
The decision to transition to Xandr’s SSP was initially announced by Microsoft in March, and the company has now finalized the process. According to Microsoft, this strategic move offers several benefits to advertisers, including more direct and scalable access to Microsoft’s inventory across different formats, screens, and markets.
By transacting through a single platform, advertisers can achieve greater operational efficiencies. Moreover, Microsoft’s in-house sales teams will provide streamlined support to advertisers, facilitating easier management of full-funnel advertising goals.
In addition to the integration with Xandr, Microsoft is also reportedly merging Xandr with PromoteIQ, a retail ad-tech business that Microsoft acquired in 2019. Two current Microsoft employees and two recently laid-off employees have shared this information, suggesting that Microsoft plans to integrate Xandr with various platforms, including Microsoft Teams, Outlook, Bing, and Xbox. Additionally, Xandr will be utilized to support the Netflix CTV sales account.
Microsoft’s transition to Xandr’s SSP marks a significant step forward in its advertising strategy. With a unified platform, streamlined processes, and expanded integration, Microsoft aims to provide advertisers with enhanced access and efficiency in managing their ad campaigns across multiple formats and screens.