Admeira enters into adtech partnership with Xandr
As part of the ongoing development of its adtech architecture, Admeira has entered into a strategic partnership with Xandr, AT&T's advertising and analytics company.
With immediate effect, Admeira's programmatic trading and direct business will be handled by the AT&T subsidiary's ad server and supply-side platform (SSP). Since the beginning of the year, the Admeira and Xandr teams have been working closely together to complete the migration. In particular, the seamless transition during ongoing business proved to be particularly challenging. This also included the integration of Admeira's various booking tools and the implementation of the private marketplace business on the Xandr SSP.
René Plug, Chief Data and Technology Officer at Admeira, says: "The collaboration with Xandr brings us and our advertising customers and agencies additional benefits. First and foremost, campaigns are played out holistically. In addition, with this technology we have laid the foundation for developing innovative and advertising-effective data products that meet the needs of our customers - and ultimately increase their campaign success."
In addition to more control and transparency, Admeira is to benefit from integrated marketing of its online advertising spaces through the partnership with Xandr. Yield management in particular enables a holistic view of demand in real time. Brand-safe programmatic access via the Xandr SSP is also expected to create sustainable added value for media buyers.
Using Xandr's advertising technology, the marketer will deliver advertising formats such as display, native and video across desktop and mobile. In addition, as part of their partnership, both technology companies aim to further develop the marketing offering for connected TV, traditional TV and in-app.
"With Admeira, we were able to win one of the leading marketers in Switzerland as a partner, which makes us extremely happy and confirms our work," explains Marius Rausch, VP and Managing Director Central Europe at Xandr. "Together, we have thus taken the first of further steps in the development of innovative solutions for efficient and transparent digital marketing in Switzerland."
Xandr is additionally strengthening its commitment in Switzerland with this collaboration. The advertising technology company is an adtech partner of Digital Advertising Services (Tamedia and Goldbach) and Audienzz, and only recently announced the establishment of additional resources in Zurich.
In addition to the ad server and SSP, Admeira also relies on Xandr's global omnichannel buying platform Xandr Invest for Audience Extension. Following the acquisition by AT&T in August 2018, AppNexus' advertising technology now forms the platform technology behind Xandr, AT&T's advertising and analytics company.
