Xandr

What Xandr does

Xandr was a programmatic advertising technology company that operated a demand-side platform (DSP) called Xandr Invest and a supply-side platform (SSP) called Xandr Monetize. The company was founded in 2016 (originally as AppNexus) and was acquired by Microsoft Corporation in 2021 for approximately $1 billion, after which it operated as a wholly-owned subsidiary within Microsoft's advertising division. Xandr's core technology centered on programmatic ad buying and selling across connected TV (CTV), display, and video inventory, with Xandr Monetize ranked among the top CTV ad sellers across all major CTV platforms — Roku, Amazon Fire TV, Apple TV, Samsung TV, and LG Smart TV — achieving a CTV arbitrage rate of 4.1%, the lowest of any digital channel per Pixalate's Q1 2026 Seller Trust Index.

The company's primary customer segments were enterprise advertisers and agencies requiring programmatic ad buying capabilities, and CTV publishers and platforms seeking programmatic inventory monetization. The go-to-market was a direct enterprise field sales motion supported by quote-based, multi-year contracts typical of enterprise DSP/SSP platforms, with revenue generated from fees tied to ad spend managed through the platform. The company was operationally headquartered in New York and employed between 1,001 and 5,000 people.

In 2026, Microsoft announced the shutdown of Xandr Invest (the DSP) by February 2026, signaling a strategic exit from the traditional programmatic buy-side advertising business and a pivot toward agentic AI systems for advertising. Xandr Monetize (the SSP) continues to operate as part of Microsoft Advertising under the 'Microsoft Monetize' brand, representing the residual core of the acquired business. The product Xandr Invest acquired in 2019 (clypd) was integrated into the CTV/TV platform offering prior to the broader restructuring.

Name

Xandr

Legal name

Xandr

Website

https://xandr.com

Company type

Private

Founded year

2016

Operating status

Closed

Headcount range

1,001–5,000 employees

Short description

Xandr is a programmatic advertising technology platform offering DSP and SSP services for connected TV, display, and video inventory, serving enterprise advertisers, agencies, and CTV publishers as a Microsoft subsidiary since its 2021 acquisition.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Programmatic Advertising Technology: DSP platform serving enterprise advertisers and agencies for programmatic ad buying across display, video, and CTV inventory

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Xandr operated a programmatic advertising technology platform serving enterprise advertisers, agencies, and publishers. Its core offerings included Xandr Invest, a demand-side platform (DSP) for programmatic ad buying across CTV, display, and video inventory, and Xandr Monetize, a supply-side platform (SSP) for monetizing CTV ad inventory across major smart TV platforms.

Product overview

Xandr was a programmatic advertising technology company acquired by Microsoft for approximately $1 billion. The company offered a demand-side platform (DSP) called Xandr Invest for programmatic advertising. Following the acquisition, Microsoft is shutting down Xandr Invest by February 2026 as part of a strategic pivot toward agentic AI systems for advertising. Xandr Monetize continues to operate as an SSP for connected TV (CTV) inventory.

Differentiator

Problem solved

Functional benefit

Products and services

• Xandr Monetize

Quantifiable outcome

• 4.1% CTV inventory resold through arbitrage (lowest rate of any channel compared to web at 20.8% and mobile at 16.2%)

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• RokucoreTechnology or Integration · 31 March 2026Xandr Monetize provided CTV advertising inventory monetization services for Roku platform, enabling programmatic ad selling across the Roku streaming ecosystem.
• Amazon Fire TVcoreTechnology or Integration · 31 March 2026Xandr Monetize served as a CTV ad seller for Amazon Fire TV, enabling programmatic advertising sales on the platform.
• Apple TVcoreTechnology or Integration · 31 March 2026Xandr provided programmatic CTV advertising services for Apple TV, enabling advertisers to reach audiences on the platform.
• Samsung TVcoreTechnology or Integration · 31 March 2026Xandr Monetize was a ranked CTV ad seller on Samsung TV platform, providing programmatic advertising inventory monetization.
• LG Smart TVcoreTechnology or Integration · 31 March 2026Xandr provided programmatic CTV advertising services for LG Smart TV, enabling ad inventory monetization on the platform.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/Xandr76

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xandr