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Xandr and Axel Springer Extend & Expand Partnership

The global media company and technology platform reaffirm their shared value of transparency and control on the open internet ​

Hamburg, 24 June: Xandr, AT&T’s advanced advertising company, and Axel Springer, the leading media and technology company in Europe, have today announced that they are extending their relationship with a plan to approach shared industry challenges collaboratively. The partnership has long been founded on the values of publisher control and platform transparency, in an open online ecosystem. The companies first announced their partnership in 2017.

In 2018, Axel Springer adopted Xandr’s full stack solution for publishers, Xandr Monetize, including the Monetize Ad Server. The flexible and open technology platform enables Axel Springer to diversify demand. The result has been a significant increase in programmatic sales, through both the open market and deals. 

“Axel Springer set out to prove that media companies could thrive outside of the internet’s walled gardens. Our successful partnership with Xandr shows that media companies not only grow on the open internet but can better innovate and dynamically support their optimization,” said Carsten Schwecke, Chief Executive Officer of Axel Springer’s sales house, Media Impact. “The Xandr team has worked supportively with us, introducing new ways of differentiating our media, and we look forward to capitalising on further strategic opportunities together.”

The latest stage of the partnership will enable Programmatic Guaranteed deals for advertisers buying Axel Springer’s premium content. Programmatic Guaranteed combines the predictability of direct sales with the power of programmatic, enabling publishers to transact with buyers however and wherever they want to buy. With Xandr this means flexibility and control with superior optimization, so publishers can get the most out of their premium inventory. This technology solution was developed to keep pace with shift from direct buying to programmatic which continues to accelerate due to increased buyer demand to transact reserved inventory programmatically– including richmedia formats.

Xandr and Axel Springer took a collaborative approach to address privacy and TCF 2.0, and plan to continue this partnership to address the complexities of identity in a post-cookie world. Axel Springer can devise solutions that enable advertisers to continue to reach and measure valuable audiences across its premium digital inventory. Xandr is committed to offering and enhancing its technology platform to support the development of these types of publisher identity solutions.

“Axel Springer is the paradigm of openness over closed gardens, of transparency over opacity. In Xandr, Axel Springer sought a technology partner that would give them the control to dynamically shape and evolve their monetization and it has been a pleasure to collaborate with them in support of their growth,” said Marius Rausch, GM, Central Europe, Xandr. “As we look ahead, technology platforms must provide diversified, often-interoperable identity solutions in order to meet the needs of a broad industry and dynamic stakeholders. Xandr is working closely and collaboratively with our clients to deploy flexible solutions that work best for their business.”


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.

About Axel Springer

Axel Springer is a media and technology company active in more than 40 countries. By providing information across its diverse media brands (among others BILD, WELT, BUSINESS INSIDER, POLITICO Europe) and classifieds portals (StepStone Group and AVIV Group) Axel Springer SE empowers people to make free decisions for their lives. Today, the transformation from a traditional print media company to Europe’s leading digital publisher has been successfully accomplished. The next goal has been identified: Axel Springer wants to become global market leader in digital content and digital classifieds through accelerated growth.