Xandr reveals new ‘privacy-first’ approach to identity solutions

'privacy-first' in the digital world

Advanced ad tech player Xandr has shared an insight into its multi-faceted approach to identity solutions with a ‘privacy-first’ bias.

Its solutions are designed to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

The company, which is owned by AT&T said it is laying the groundwork for agnostic interoperability for identifiers, so its clients can work flexibly with first-party data, including authenticated user data, and industry identity solutions.

These will sit alongside modelled and contextual solutions, support for browser-provided frameworks, technology that enables ad serving without personal data, and AT&T-backed data capabilities to help advertisers execute audience-based buying across screens.


“Xandr’s end-to-end platform uniquely meets the needs of our global client base as well as the broader industry, while maintaining high respect for consumer privacy,” said Ewa Maciukiewicz, Senior Director, Product Management, Xandr. 

“Xandr has taken a thoughtful and methodical approach to helping our clients navigate complex regulatory landscapes, while achieving business objectives. 

“It is critical we continue to ensure holistic reach across relevant audiences, seamless measurement and insights to support attribution.”

The firm also announced its plan to support the Unified ID 2.0 solution, netID solution, and LiveRamp Authenticated Identity Infrastructure, with the aim of allowing planning, targeting, segmentation and measurement of digital campaigns with authenticated IDs on the Xandr Invest and Xandr Monetize platforms. 

A champion of collaboration and innovation across RTB and Prebid, Xandr has long-supported industry initiatives that promote trust, transparency and consumer consent.

Industry standards

“Xandr has a history of contributing time and energy to the development and adoption of industry standards with IAB Tech Lab, particularly in its leadership on privacy, data protection, and supply chain transparency. 

“We’re excited to see Xandr lean into standards as they take more public steps to contribute to Tech Lab’s Addressability, Accountability and Global Privacy work,” said Dennis Buchheim, President, IAB Tech Lab. 

“The privacy controls available to consumers are only going to increase, whether because of regulations or technical changes. 

“Xandr is helping customers to navigate this challenging landscape and ensure we are contributing to delivering privacy safe solutions with more personalised experiences for consumers,” said Harvin Gupta, Director, Solutions Engineering, Xandr.