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Microsoft shuttering Xandr Invest suggests Big Tech is shrinking from the open web
Pundits believe Google’s antitrust remedies will produce a similar result; optimists eye opportunity for independents.
The closure of Microsoft Advertising’s demand-side platform is part of a broader shift toward AI-powered advertising and (arguably) the dawn of a new world order, one where Big Tech and independents operate in separate spheres.
That’s the opinion of several Digiday sources consulted in the days since the May 14 announcement, with some wondering what the second-order impact, or opportunity for both independent DSPs and sell-side players.
Last week, Microsoft Advertising told clients it would stop supporting its demand-side platform, Xandr Invest, starting in February. This was an apparent echo of the planned closure of Microsoft’s retail media network, PromoteIQ, as it appears to be consolidating its online advertising offering.
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