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Company: Xandr, New York, NY
Nomination Submitted by: Matter Communications
Company Description: Xandr was born out of great legacies behind an even greater purpose: to make advertising better for brands and consumers alike. Leveraging the spirit of innovation that began more than 143 years ago and has continued on as a part of AT&T’s legacy, we are uniquely positioned to change the industry and leverage our resources for good.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Most Innovative Tech Company of the Year - 2,500 or More Employees
 Nomination Title: Xandr
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since January 1 2020, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 178 words used.
In 2018, Xandr was launched to create meaningful connections that power the future of advertising. Since its inception, Xandr has been committed to powering a global marketplace for premium advertising by building real solutions to move the advertising industry forward.
In its first year as AT&T’s advertising company, Xandr launched numerous flagship products, including the buying platform, Xandr Invest, and its selling platform, Xandr Monetize. One year later, Xandr revealed the next evolution of Xandr Invest – Invest TV – to empower buyers to activate unique audiences to achieve unified reach across today's biggest media owners all through a streamlined, automated UI. Then came Xandr Curate in 2021, a platform offering data-layered curated deals across premium multi-seller inventory in Xandr’s marketplace. Xandr also launched Monetize TV in 2021, an audience-based selling platform built for the future of advanced TV.
Through the power of their tentpole products and deep industry expertise, Xandr is primed for the convergence of TV and digital advertising, making it a reality for buyers and sellers in one of the world’s largest premium advertising marketplace.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 223 words used.
Throughout 2021, Xandr launched new offerings and added innovations to existing features to create improved experiences across their buy-side and sell-side technologies, including:
- March 2021 - Xandr integrates with Unified ID 2.0, netID and LiveRamp Authenticated Identity Infrastructure
- June 2021 - Launch of Yield Analytics, a first-of-its-kind technology that enables TV distributors to better manage and sell addressable inventory holistically
- August 2021 - Launch of Monetize TV, an audience-based selling platform that provides TV sellers with comprehensive monetization tools and demand enablement
- September 2021 - Launch of the Premium Video Catalog, which provides access to over 1,400 video and connected TV deals and over 2,500 off-the-shelf audience deals
- November 2021 - Addition of a new deals platform within Xandr Monetize to empower sellers to drive high-value transactions with buyers
- December 2021 - Release of content metadata for video, helping publishers improve monetization of their premium video supply through standardized content descriptors
In 2021, Xandr also focused on strategic, global partnerships, including:
- Bell Media, creating the first self-serve advertising platform for TV and digital in Canada
- TiVo, amplifying ad-supported CTV monetization
- HUMAN (formerly WhiteOps), expanding protection against bot attacks and fraud
- SoundCast integration, expanding audio programmatic offerings
- OpenAP, adoption of OpenID to streamline audience-based buying in national TV
- LiveRamp, launching end-to-end support for RampID to improve monetization strategies for publishers
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 157 words used.
Though data and technology have made advertising more precise, the industry still faces challenges. Xandr is changing the landscape for the better, making advertising messages more relevant through the responsible use of data and technology. The company’s strategic investments and partnerships, combined with focus on growing the marketplace, advanced TV offerings and a platform built for converged yield, have significantly improved the advertising experience for buyers, sellers and consumers.
In Q1 2021, total digital video spend on Xandr’s platform grew 75% YoY, driven largely from CTV, which alone saw a 235% YOY increase. On the buy side, Xandr Invest grew 35% YoY, with spend specifically on CTV jumping 205% YoY. On the sell side, global seller revenues on CTV inventory, through spend on Xandr Monetize, grew 391% YoY. A global company by nature, spend in Xandr’s markets outside of the United States grew 30% YoY, with video spend up 55% YoY and CTV spend up 211% YoY.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 44 words used.
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