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Xandr Invest is a strategic buying platform that was built for the needs of today’s advertisers looking to invest in upper-funnel buying and drive business results. Xandr Invest brings a history of power, high performance, and an end-to-end approach to advertising technology as well as exclusive access to AT&T's first-party data with a commitment to buyer success.
Xandr Invest enables you to set up managed media buys and auction-based buys on a unique interface, and easily monitor your insertion order and line item delivery and performance. In addition, Xandr Invest is an end-to-end, integrated platform across the buy and sell side, which provides a number of benefits to Xandr Invest users:
The Xandr Platform is a real-time bidding system and ad server built on top of the Xandr computing cloud. The main processing system here is called the "Impression Bus". It receives ad requests, applies data to the request, receives bids, makes decisions, serves creatives, logs auctions, etc.
Ad calls come in via our inventory supply partners: exchanges, SSPs, ad networks, and a few valued publishers. Some of the ad calls are client-side, meaning there is a Xandr tag on the page, and we get the call directly. Others are server-side, meaning our partners initially field the call and then contact us asking for a bid.
Once we get the call, we overlay segment data from our server-side cookie store. Data is added to the cookie store either through Xandr segment pixels or by clients sending us a file of data. We also contact third-party data providers and overlay any available data.
We contact all of the bidders on our platform. The ad call includes whatever user data belongs to each bidder, and information about the inventory. Bidders have a certain number of milliseconds in which to respond with a bid and the creative they want to serve.
One of the bidders is our proprietary bidder, called Xandr Invest, which has a suite of features including targeting, bidding algorithms, multi-currency support, and all the other features of a premium ad server. It can be accessed by either a UI or API.
The Impression Bus decides which bid wins based on the amount of the bid, and any preferences the publisher has about what they want served on their page. If the call was client-side, Xandr serves the ad. If it was server-side, Xandr passes the bid and the location of the creative to the partner who will ultimately serve the ad.
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