Xandr, and Scibids, the global leader in artificial intelligence for digital marketing, today announced a strategic alliance that seamlessly and automatically deploys Scibids AI within Xandr’s Invest DSP using Xandr’s Data Science Toolkit.

The result is a frictionless experience for buyers who are able to activate Scibids’ customisable,  privacy-centric, and highly performant ad decisioning.

By utilising Xandr’s Data Science Toolkit, which offers one of the most comprehensive custom bidding and log-level-data solutions in-market, Scibids AI is able to power more granular optimisation and ad decisioning that does not require user tracking and profiling to generate greater efficiency and scale for Xandr’s advertiser customers and their campaigns. 

“Together with our customers Xandr has pioneered custom bidding strategies and advanced log-level data (LLD) collaborations that power some of the most innovative and sophisticated buying strategies,” said Sarah Harms, group VP, buy-side platform sales at Xandr. “Now the market is more mature, buyers are looking to implement tailored buying strategies to achieve better outcomes, more aligned with their business needs. Whereas historically deploying custom models required in-house data science and engineering expertise, Xandr’s collaboration with Scibids bring custom models to the masses, making it easier for all buyers to implement tailored strategies, regardless of their programmatic maturity.” 

“AI is raising expectations in marketing, as it is doing in virtually all other industries, particularly the open web, which requires independent and interoperable ad decisioning. The challenges for advertisers grow daily as digital marketing investments scale and become an ever more critical contributor to business growth,” said Eric Schwartz, managing director, North America for Scibids. “Advertisers seeking to grow their business on Xandr’s Invest DSP can now easily activate Scibids AI to scale their business objectives in an accountable and measurable manner across paid media channels.”

“We're excited to continue our work with Xandr and Scibids, a collaboration that has brought new efficiencies and new scale opportunities to our business,” said Andrew Zucker, SVP & GM of MBuy, a division of Mediaocean. “Streamlining their relationship makes this an even more enticing proposition for our brands.”

The relationship will benefit all premium cross-channel supply, including CTV and digital video. For those ramping up their use of first-party data, Scibids and Xandr provide a clear path to better marketing results — even if the customer does not have deep engineering, data science, or media optimisation resources. More sophisticated buyers, on the other hand, are able to enjoy rich customisation options that can put their proprietary insights to work with the unified benefits of the Xandr and Scibids platforms.