Singapore — Advertising and analytics multinational telecommunications company Xandr, and Scibids, a company that specialises in artificial intelligence for digital marketing, has announced they have struck a strategic alliance that will seamlessly and automatically deploy Scibids AI within Xandr’s Invest DSP using Xandr’s Data Science Toolkit.
By utilizing Xandr’s Data Science Toolkit, which offers one of the most comprehensive custom bidding and log-level-data solutions in-market, Scibids AI can power more granular optimization and ad decisioning that does not require user tracking and profiling to generate greater efficiency and scale for Xandr’s advertiser customers and their campaigns.
The combined result is a frictionless experience for buyers who are able to activate Scibids’ customizable, privacy-centric, and highly performant ad decisioning.
Eric Schwartz, managing director of Scibids North America, said, “Xandr has a long history in enabling its customers to deploy powerful, custom buying strategies to help gain an edge. Thanks to advances in technology and our deep integration with Scibids, tailored bidding strategies no longer require a team of data scientists and engineers to bring them to life. We’re thrilled that our partnership with Scibids will help democratise access to this advanced technology.”
Rahul Vasudev, managing director of Scibids Asia-Pacific, commented that artificial Intelligence is raising expectations in marketing and none more so than in programmatic advertising.
“We are delighted to be partnering with the Xandr team to bring our custom algorithm solutions to Xandr’s Invest DSP, enabling advertisers to achieve their multiple business objectives across the open web. As Scibids is additive rather than disruptive our partnership will help trading talent to thrive by operating transparently and easily alongside their usual tech and processes,” Vasudev said.
The relationship can benefit all premium cross-channel supply, including Connected TV and digital video, among others. Scibids and Xandr provide a clear marketing path for consumers who are ramping up their use of first-party data — even if the customer does not have deep engineering, data science, or media optimization resources. Conversely, sophisticated buyers are able to enjoy rich customization options that can put their proprietary insights to work with the unified benefits of the Xandr and Scibids platforms.
Last December, Xandr was bought out by tech giant Microsoft, which have recently gone into a buying spree to consolidate its market position.