Xandr, AT&T’s advanced advertising company and Schibsted, a global digital media house have today announced they are building on their long-term partnership between the global media company and the open technology platform. The latest stage of the relationship will enable Programmatic Guaranteed deals for advertisers buying Schibsted’s premium content.  

Schibsted has been a long-time partner of Xandr’s and a trusted advisor on early-stage product releases, including Programmatic Guaranteed, delivered on Xandr’s strategic selling platform, Xandr Monetize. Xandr has been working with Schibsted since 2013 and during that time the partnership has grown from Schibsted being the first client on Xandr’s ad server to Schibsted using Xandr’s full stack including SSP, DSP, ad server and yield analytics. On top of this Schibsted have integrated and built their own technology solutions including CRM and order booking systems (OMS) on the Xandr platform. The relationship between the two companies extends across the whole of the Nordics, with Xandr and Schibsted partnering in Norway, Sweden and Finland.

Programmatic Guaranteed combines the predictability of direct sales with the power of programmatic, enabling publishers to transact with buyers however and wherever they want to buy. With Xandr this means flexibility and control with superior optimisation — so publishers can get the most out of their premium inventory. This tech solution was created to keep pace with the innovative advertising market which is increasing due to buyer demand to transact reserved inventory programmatically.

“Xandr takes pride in the long-term relationships we have nurtured with the largest global media companies” comments Daniel Clayman, VP & managing director, Northern Europe at Xandr. “Schibsted is important to us because as a trusted partner we can rely on them to provide thought-provoking feedback and adjust our platform accordingly to ensure a better match to their requirements. With input such as Schibsted’s we are able to ensure our platform provides the visibility and trust that media companies need to compete with the walled gardens.”

Caroline Claesson, programmatic solution manager, Schibsted adds: “Our collaboration and partnership with Xandr continues to be important and fruitful for Schibsted. To now be able to launch Programmatic Guaranteed in our markets, enables us to meet the needs and demand of our buyers in an even better way. We have been happy to contribute with our expertise and experience to this development, right from the start. Together with Xandr and our stakeholders we have both developed the product and reinforced our strategic partnership all at once. We are looking forward to what’s next."