Singapore – Xandr, telco AT&T’s adtech company which offers a global marketplace for advertising, has announced the expansion of its video marketplace in APAC to include inventory from leading Asia-wide OTT platforms WeTV and iflix, Viu, and iQIYI, as well as local platforms SMX, True Digital and Vidio in the region.
The expansion also adds Australia’s premium commercial broadcasters, signing agreements with Nine Entertainment, Seven Network, ViacomCBS/Network Ten as well as SBS and Foxtel Media.
The said platforms in Asia and Australia have signed on to use Xandr’s strategic selling platform Xandr Monetize, bulking up Xandr’s video offering in the APAC region.
Xandr’s Senior Account Director Shilpa Kolte said that the adtech company remains committed to improving the experience for advertisers, content owners, and consumers in the region in a privacy-first and brand-safe environment.
“We are thrilled to see the region’s leading OTT players coming on the Xandr platform to provide premium video ad inventory at scale. As an innovator at the intersection of TV and digital, Xandr provides an open platform to support the growing demand in CTV buying and selling across multiple verticals,” said Kolte.
In June, Xandr has also announced a renewed partnership with Microsoft, which will see both working on expanding Microsoft’s ad space inventory. Similarly, Microsoft will also be utilizing Xandr’s sell-side platform (SSP), Xandr Monetize. The partnership also entails Xandr augmenting its marketing spend using Xandr’s demand-side platform (DSP).
As it bolsters its business in adtech, Xandr is further claiming its part in the ecosystem as it recently launches its industry guide called ‘Shaping the Future of Identity’. The guide aims to prepare buyers, sellers, and market participants for a future without third-party cookies.
As the deprecation of third-party cookies further nears, the guide aims to offer insights from Xandr executives and industry leaders to look at how the identity landscape is changing and what number of solutions are best responses, such as from industry IDs to contextual targeting and curated marketplaces.