AIM-listed in-game advertising firm, Bidstack Group (BIDS)  announced on Monday that it had inked a deal with AT&T-owned Xandr.

New York-based Xandr is one of the world’s largest marketplaces for digital advertising, with its global gross revenue estimated at around $2 billion in 2017. In 2018, the company was acquired by telecommunications giant AT&T for an estimated $1.6 billion.

Chief Executive of Bidstack, James Draper, acknowledged the company’s first deal with a top-ten worldwide programmatic demand side platform (“DSP”) as a milestone event for the group, stating:

"This is a significant step for Bidstack, signing a deal with a truly global DSP.  Successful connections with DSPs of the size of Xandr will make Bidstack's inventory available to the world's largest advertising agencies and brands.”

The Xandr platform offers supply and demand in the form of a real time bidding marketplace, allowing advertisers to identify the right audiences and timing most appropriate for their campaigns. Not to mention that the architecture of the app promises to offer highly scalable ad serving.

Shares in Bidstack were trading 9% higher before close. 

With a peak of 11.4 billion daily impressions and more than 108 billion advertising impressions every day, Xandr’ platform has a vast global reach spanning across all continents, with the company also holding 23 offices across five continents.

Mr Draper characterised the deal as integral to the group’s activity, stating: “Going programmatic is essential to our business, to unlock global digital advertising budgets and to enable frictionless scale.”

Alongside its positioning as one of the world’s largest independent marketplaces for digital advertising, Xandr has sustained an eight-year-long partnership with technology giant Microsoft, optimising its products to enhance the best experience possible for brands and consumers alike. 

Mr Draper further added, “This is another meaningful milestone on our journey to become the de facto destination for global digital advertisers to buy in-game advertising. Thanks to our friends at Xandr, we look forward to working with you."

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