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Xandr Shares Comprehensive Approach to Identity

End-to-end platform will enable buyers and sellers to transact with preferred solutions

Xandr integrates with Unified ID 2.0, netID and LiveRamp Authenticated Identity Infrastructure
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New York, NY – March 3, 2021 – Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

Xandr is laying the groundwork for agnostic interoperability for identifiers, so its clients can work flexibly with first-party data, including authenticated user data, and industry identity solutions, alongside modelled and contextual solutions, support for browser-provided frameworks, technology that enables ad serving without personal data, and AT&T-backed data capabilities to help advertisers execute audience-based buying across screens. 

“Xandr’s end-to-end platform uniquely meets the needs of our global client base as well as the broader industry, while maintaining high respect for consumer privacy,” said Ewa Maciukiewicz, Senior Director, Product Management, Xandr. “Xandr has taken a thoughtful and methodical approach to helping our clients navigate complex regulatory landscapes, while achieving business objectives. It is critical we continue to ensure holistic reach across relevant audiences, seamless measurement and insights to support attribution.”  

At this time, Xandr also announced its plan to support the Unified ID 2.0 solution, netID solution, and LiveRamp Authenticated Identity Infrastructure, with the aim of allowing planning, targeting, segmentation and measurement of digital campaigns with authenticated IDs on the Xandr Invest and Xandr Monetize platforms. A champion of collaboration and innovation across RTB and Prebid, Xandr has long-supported industry initiatives that promote trust, transparency and consumer consent.

“Xandr has a history of contributing time and energy to the development and adoption of industry standards with IAB Tech Lab, particularly in its leadership on privacy, data protection, and supply chain transparency. We’re excited to see Xandr lean into standards as they take more public steps to contribute to Tech Lab’s Addressability, Accountability and Global Privacy work,” said Dennis Buchheim, President, IAB Tech Lab.

The infrastructure powering Xandr’s marketplace offers a uniquely efficient and transparent foundation for cohesive, converged campaigns on the open internet. Spanning digital and TV advertising buying and selling, the platform’s automated, data-driven system reduces fragmentation and data transfer, and enables unified reach across unique audiences while providing unified forecasting and measurement. 

On Xandr’s platform, buyers will be able to utilize their identity providers of choice to drive targeting and frequency capping strategies across scaled inventory, meeting campaign objectives across private and open marketplace transactions in one of the largest omnichannel, global supply exchanges. Publishers will be able to leverage their first-party IDs and industry ID solutions across deal types in ad requests in order to monetize inventory without cookies or device IDs. 

Xandr continues to work with scaled first-party data owners across its international client base, including premium publishers, so they can utilize first-party identifiers for effective targeting, frequency capping and measurement. Experience with AT&T and WarnerMedia’s scaled data infrastructure bolsters Xandr’s ability to support publishers’ technology requirements.

Beyond these developments, Xandr is uniquely positioned to optimize campaigns across premium cookie-less formats such as Connected TV and Data-driven Linear TV. The offerings are underpinned by industry-leading expertise bridging digital and TV, and a history of respect for and experience with user data and privacy.

About Unified ID 2.0

Unified ID 2.0 is a next-generation identity solution that is an open-source digital framework. With initial development led by The Trade Desk, Unified ID 2.0 is the result of broad collaboration among publishers, buyers and technology providers across the industry. It serves as an alternative to third-party cookies that aims to improve consumer transparency, privacy and control, while preserving the value exchange of relevant advertising across channels and devices.

Prebid.org, the independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid.org will begin this role in the second half of this year.

About European netID Foundation

The European netID Foundation was founded in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1 and United Internet with the brands WEB.DE and GMX. With an independent market solution, the foundation supports Internet offerings of all industries in implementing the new European data protection law and has created the open login standard netID for this purpose. The initiators of the foundation together reach around 50 million unique users every month and together have more than 38 million active accounts. The foundation is explicitly open for further partners and other initiatives. Further information is available at www.enid.eu.

“We are proud that our netID identifier is supported by Xandr’s end-to-end platform. This gives content providers in Europe the possibility to easily deliver personalized advertising in compliance with data protection regulations and across devices,” says Sven Bornemann, CEO of the European netID Foundation. “As well, we are very much looking forward to our partnership and warmly welcome Xandr’s Thomas Mendrina to the Publishing/Ad Sales advisory board of the European netID Foundation.”

About LiveRamp 

LiveRamp (NYSE: RAMP) is the leading data connectivity platform that enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral Authenticated Identity Infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers, with the added advantage of delivering improved campaign reach and measurement.

“The industry requires an interoperable identity infrastructure that is designed to translate fragmented identity across channels, and simultaneously provides marketers with greater flexibility and control over the identity solutions and providers they work with,” said Travis Clinger, SVP, head of addressability and ecosystem, LiveRamp. “Our partnership with Xandr underscores this strategic imperative. Now, marketers and publishers who leverage Xandr’s platform can do so with the confidence that they’re getting access to the Authenticated Traffic Solution and our people-based, performance-driven identity solution. This not only preserves consumer transparency and control, but it also delivers more favorable business outcomes, such as improved addressable reach, measurement and return-on-ad-spend.”

About Xandr

A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers.  For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.