AT&T developed the digital advertising platform Xandr to improve ad buying opportunities across streaming media. It was recently announced that the Microsoft acquisition of Xandr has been approved and is under regulatory review before being finalized. Microsoft previously acquired LinkedIn and has generated much revenue through ad sales on the platform. While Bing offers ad placements, it does not have the volume to compete against the likes of Google and Facebook alone. Acquiring Xandr is a logical move as it will increase Microsoft's ad real estate, strengthening its placement opportunities. With data from LinkedIn, Bing, and Xandr along with the vast number of platforms on which ads can now be offered through Microsoft, it is likely that they will take a huge chunk away from the duopoly on advertising that is Google and Facebook.
In this week's Digital Marketing Monday, Devin and Hans discuss what effects Microsoft's acquisition of Xandr will have on advertising and its potential to disrupt the industry.