Microsoft buys Xandr, ending AT&T’s ad tech bet that never really paid off

The long protracted tale of how AT&T tried (and failed) to build an ad tech empire that could rival Google ends with a sale to Microsoft. December 22, 2021 To say that it’s been widely understood that AT&T was looking to offload Xandr, the outcome of its 2018 AppNexus purchase, for some time would be an understatement, at the very least. And with the news that Microsoft has bought Xandr for an undisclosed fee, this deal represents the close of another chapter of one of the most iconic names in ad tech. Read more below. - Microsoft [buys Xandr, ending AT&T’s ad tech bet]( that never really paid off. - As Omicron [fuels new cases of COVID-19](, agencies share how they're navigating this year's holiday parties. - The [Digiday+ Future of TV Briefing this week]( looks back at some of the biggest developments in TV, streaming and digital video industry in 2021. - 'We’re at the white-hot center of the future of sport': [A Q&A with EA Sports svp]( Andrea Hopelain Other things to know about - The Digiday Video and TV Awards recognize the companies, campaigns and technology modernizing video and TV. [Submit by the last chance deadline on January 7 to be considered](. - Every year the holiday season starts earlier, and this year it has already begun. [For advertisers, three essential strategies are helping them catch up to early shoppers](. Sponsored by CJ. - Advertisers missing out on the distinctions between mobile operating systems are [missing out on impressions and new customers](. Sponsored by AdColony. Top Stories Ivy Liu [The Programmatic Marketer]( [Microsoft buys Xandr, ending AT&T’s ad tech bet that never really paid off]( The long protracted tale of how AT&T tried (and failed) to build an ad tech empire that could rival Google ends with a sale to Microsoft. howdy! [Agency Culture]( ['This is our time to dance': How agencies are celebrating the holidays in a new wave of the pandemic]( As omicron fuels new cases of COVID-19, agencies share how they’re navigating this year’s holiday parties. [Sponsored by VIOOH]( [WTF is programmatic digital-out-of-home?]( Marketers are focusing on digital out of home as a brand- and data-safe channel, and an increasingly essential option as the audience and privacy landscape continues to evolve. Advertisement howdy! [Business of TV]( [Future of TV Briefing: How the future of TV shaped up in 2021]( The Future of TV Briefing this week looks back at some of the biggest developments in TV, streaming and digital video industry in 2021. [Sponsored by WPromote]( [How marketers are bringing second-screen strategies to TV advertising]( Rather than seeing second-screening as a nuisance, marketers are using it as an opportunity to apply more targeted, direct messaging in real time. howdy! [Gaming & Esports]( ['We’re at the white-hot center of the future of sport': A Q&A with EA Sports svp Andrea Hopelain]( 2021 was a banner year for Electronic Arts. The game developer’s earnings nearly doubled between Q2 2021 and Q2 2022, reflecting the increasing prominence of video games as a tentpole of popular culture Advertisement [Sponsored by Clarus]( [How retailers are creating successful premium loyalty programs to meet new expectations]( After more than a year of change, customers’ expectations of loyalty programs have shifted and retailers are working on new approaches to give consumers what they want. howdy! [Announcement]( [Announcing Digiday Media's 2022 virtual and in-person event schedule]( Over the past two years, we’ve brought together the Digiday community through in-person summits, virtual workshops and everything in between. And with each new iteration of the pandemic, we learned something about connecting like-minded peers – face-to-face, over Zoom or otherwise. As we head into 2022, there may be more obstacles in bringing media and […] howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Case Study: How SuperAwesome helped brands and developers engage young audiences safely in 2021]( With virtual spaces becoming a playground for under-18 internet users, brands and platforms have adapted accordingly. [All Latest Stories]( [Publishing on the Blockchain]( [Why Yang Adija gamified NFTs to encourage Turner Sports’ audience to embrace the blockchain]( Sports fans are investing in crypto and NFTs thanks to a golf game created by Turner Sports. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](