AT&T is going to sell its loss-making global programmatic advertising marketplace Xandr to Microsoft. The agreement is based on a decade-long relationship between Xandr, including its predecessor companies, and Microsoft for delivering global digital media solutions for advertisers. According to reports, Xandr earns $300-$380 million revenue annually.

Xandr had appointed Masatsune Shironishi as Managing Director, Japan, and Nicole Prior as Managing Director for Australia and New Zealand and additionally, Xandr had also appointed General Manager to lead Southeast Asia and India.

Microsoft and Xandr can shape the digital ad marketplace of the future as Xandr’s technology strategically supports Microsoft’s current advertising offerings and will help accelerate the delivery of digital advertising and retail media solutions.

“Microsoft’s shared vision of empowering a free and open web and championing an open industry alternative via a global advertising marketplace makes it a great fit for Xandr. We look forward to using our innovative platform to help accelerate Microsoft’s digital advertising and retail media capabilities,” said Xandr’s EVP and GM Mike Welch.

“With Xandr’s talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrow’s digital ad marketplace into one that respects consumer privacy preferences, understands publishers’ relationships with consumers and helps advertisers meet their goals,“ said Mikhail Parakhin, President of Web Experiences at Microsoft.