Microsoft's purchase of Xandr from AT&T in late 2021 might have looked like an embrace of third-party ad tech.But while parts of the Xandr tech are considered valuable by Microsoft, the future of Xandr as an SSP integrated with thousands of outside publishers is in doubt.Since completing the acquisition in June of last year, Microsoft Advertising has shifted its focus to first-party products and integrations to win and secure key accounts, such as Netflix, according to multiple sources with direct knowledge of recent changes within the group.
#people #back #independent #engineering #acquisition #fewer-people #programmatic #microsoft-azure #microsoft-teams #restructuring
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