The recent announcement that Microsoft will sunset its Invest DSP - formerly Xandr and before that, AppNexus - marks the conclusion of a pivotal chapter in programmatic advertising. For many of us in the industry, this is more than just another product sunset. It's the departure of a platform that played a foundational role in how digital advertising has operated for over 15 years.
AppNexus and MediaMath weren’t just early players; they helped create the infrastructure, standards, and language that became the foundation of programmatic. Their exit signals both the end of a stable era and the beginning of a new one, shaped by different forces.
Over the past decade, a few dominant platforms defined the programmatic landscape, offering scale, reliability, and standardized processes. But that stability also introduced constraints. Innovation slowed, flexibility declined, and many platforms struggled to evolve beyond legacy systems.
Today, the industry is undergoing a fundamental reset.
Artificial intelligence is now at the center of how campaigns are planned, optimized, and evaluated. Decisions are made in real time, powered by data and algorithms that bring new levels of precision and predictability.
At the same time, addressable advertising is expanding beyond traditional web and mobile into connected TV, digital audio, gaming, and retail media. Each of these environments brings unique signals, formats, and user expectations, demanding platforms that can adapt seamlessly across all touchpoints.
This transformation goes beyond technology. Advertisers are navigating the disappearance of third-party cookies, increasing privacy regulations, and greater scrutiny around data ethics. They expect their partners to deliver not just reach but transparency, accountability, and measurable business outcomes.
This creates an opportunity for a new generation of platforms-those built from the ground up to meet the demands of a cookieless, privacy-first, AI-enabled advertising ecosystem.
At Adlook, we’ve built our platform with these principles at the core.
Our approach is designed for marketers who want more than just another DSP. They want a partner that can help them navigate this new landscape with technology that is open, transparent, and built for measurable outcomes from day one.
We see firsthand how brands are looking beyond legacy platforms and embracing solutions that are fit for the future-not anchored in the past.
Microsoft’s decision to sunset Invest should not be interpreted as a retreat from advertising. Instead, it's a strategic pivot toward a model focused on AI, commerce, and audience engagement across their broader ecosystem. It will be important to watch how Microsoft Advertising evolves as part of this shift.
Programmatic advertising is entering its next phase-faster, more dynamic, and driven by innovation. This is not a time to look back. It is a moment to reimagine what programmatic can become, and to build the tools and partnerships that will shape its next chapter.
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