Overview
Programmatic advertising platform now operating as Microsoft's Xandr. Provides real-time bidding, audience targeting, and ad serving across display, video, and native formats. Xandr was acquired by Microsoft in 2022.
Detection Capabilities
- Signature count
- 1
- Detection methods
- network
Performance Impact
Performance Impact
- Requests per page
- 1
Common Mistakes
- 1 Firing Xandr/AppNexus pixels before obtaining explicit advertising consent
- 2 Not accounting for the data sharing inherent in RTB auctions when drafting privacy notices
- 3 Failing to implement TCF integration for automated consent signal passing
Compliance Considerations
Sets third-party cookies for cross-site ad targeting and frequency capping. Participates in real-time bidding auctions where user data is broadcast to multiple parties. Requires explicit consent for advertising purposes under GDPR/ePrivacy. Subject to significant DPA scrutiny as part of the programmatic advertising ecosystem.
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