AppNexus, now known as Xandr, operates in the digital advertising market, providing a technology platform that enables advertisers and publishers to buy and sell online advertising space. The company serves a diverse range of clients, including advertisers, publishers, and media agencies, helping them optimize their ad campaigns and maximize revenue.

Xandr operates in the programmatic advertising market, which automates the buying and selling of ad space using software and data. This market is highly competitive and rapidly evolving, driven by advancements in technology and increasing demand for targeted advertising.

The business model of Xandr revolves around offering a comprehensive suite of tools and services that facilitate the entire ad transaction process. This includes a demand-side platform (DSP) for advertisers to purchase ad space, a supply-side platform (SSP) for publishers to sell their inventory, and a data management platform (DMP) that helps clients manage and analyze their data to improve ad targeting and performance.

Xandr makes money primarily through fees charged for the use of its platform and services. These fees can be based on a percentage of the ad spend, subscription models, or other pricing structures depending on the specific services utilized by the clients. Additionally, Xandr may earn revenue from data services, providing insights and analytics that help clients make more informed decisions.

The company places a strong emphasis on transparency, security, and user privacy. It adheres to strict data protection standards and offers tools that allow users to control how their data is used. This commitment to privacy and data security is a key differentiator in the market, especially in light of increasing regulatory scrutiny and consumer awareness regarding data privacy.

In summary, Xandr is a leading player in the programmatic advertising space, offering a robust platform that connects advertisers and publishers, while prioritizing transparency, security, and user control over data.

Keywords: programmatic advertising, DSP, SSP, DMP, ad tech, data privacy, transparency, digital marketing, ad optimization, media buying.