Xandr
In short: Xandr is a programmatic advertising technology business, formerly AppNexus and later owned by AT&T, which Microsoft bought in June 2022 and folded into Microsoft Advertising. It is based in New York. It matters to dating because Norway's data regulator fined it NOK 92M in October 2026 over Grindr user data in ad auctions. Xandr may appeal.
Key facts
| Type | Advertising technology |
|---|---|
| Headquarters | New York, United States |
| Status | Owned by Microsoft since June 2022; the Xandr name has been folded into Microsoft Advertising, which continues the Curate and Monetize products |
| Website | xandr.com |
| LinkedIn profile | |
| Parent company | Microsoft completed its acquisition of Xandr from AT&T on 6 June 2022 [AT&T Form 10-K FY2023, 6 June 2022] |
| Acquisition announced | AT&T agreed to sell Xandr Inc., its global programmatic advertising marketplace, to Microsoft on 21 December 2021 [AT&T Agrees to Microsoft Acquisition of Xandr, 21 December 2021] |
| Headquarters | New York (as listed on LinkedIn) [Xandr on LinkedIn] |
| Products | Xandr Invest, Xandr Monetize and Xandr Curate; the company says it has migrated to Microsoft Advertising [Xandr on LinkedIn] |
| Regulatory fine | Datatilsynet fined Xandr NOK 92M (about $9.6M) for unlawfully processing and sharing Grindr users' sensitive data; announced 12 October 2026; Xandr was given three weeks to appeal [Norway fines Microsoft ad firm $9.6 million over Grindr data, 12 October 2026] |
| Period covered by the fine | July 2018 to April 2020, before Microsoft owned Xandr; Xandr was found to be a joint controller with Grindr [Norway fines Microsoft ad firm $9.6 million over Grindr data, 12 October 2026] |
| Fine basis | Fine was calculated on Xandr's own annual turnover, not Microsoft's, because Xandr was not part of Microsoft in the period; described as the regulator's largest fine to date [Microsoft Xandr Fine Over Grindr User Data, 12 October 2026] |
| Microsoft response | Microsoft said the investigation focused on conduct that predates its acquisition of Xandr [Norway fines Microsoft ad firm $9.6 million over Grindr data, October 2026] |
| Brand status | Microsoft retired the Xandr name in 2023 and consolidated the business under Microsoft Advertising [Xandr (Wikipedia)] |
| DII coverage | DII reported that Microsoft stopped supporting media buying through its Invest DSP on 28 February 2026 and said it would keep investing in Monetize [Dating Industry Insights, 12 October 2026] |
About Xandr
Xandr is an advertising technology company that ran a marketplace for buying and selling digital advertising. Its tools included Invest, a platform for buyers, Monetize, a platform for publishers, and Curate, which lets data owners package ad inventory for sale. AT&T launched the Xandr brand after acquiring AppNexus. AT&T agreed to sell Xandr to Microsoft in December 2021, and AT&T's annual report says the sale of the marketplace component completed on 6 June 2022. LinkedIn lists the company's headquarters as New York. Its LinkedIn page says it has migrated to Microsoft Advertising, and the Xandr name has since been retired in favour of that brand.
Xandr matters to the dating industry because of its role in programmatic advertising inside dating apps. On 12 October 2026 the Norwegian Data Protection Authority, Datatilsynet, announced a fine of NOK 92M (about $9.6M) against Xandr. The regulator said Xandr ran real-time ad auctions inside Grindr between July 2018 and April 2020, and that data which could reveal users' sexual orientation reached thousands of companies. It found Xandr was a joint controller with Grindr and had not checked that Grindr's consent was valid. Datatilsynet described it as the largest fine it has issued.
The conduct predates Microsoft's ownership, and the fine was based on Xandr's own turnover. Microsoft has told media the case concerns conduct from before its purchase. Xandr had three weeks to appeal, and reports at the time of writing did not say whether it would. Dating Industry Insights reported that Microsoft stopped supporting media buying through its Invest platform on 28 February 2026, while continuing to invest in Monetize for publishers. For dating operators, the case shows that ad-tech intermediaries, as well as apps, can be held responsible for sensitive data passed through ad SDKs.
Stories about Xandr
- Microsoft's Xandr fined NOK 92M by Norway over Grindr user data
Norway's regulator fined Microsoft's Xandr NOK 92M ($9.6M) for using Grindr user data in ad auctions without valid consent. What it means for dating apps.
Questions about Xandr
Who owns Xandr?
Microsoft. It completed the purchase from AT&T on 6 June 2022, and the business now operates under the Microsoft Advertising brand.
Why was Xandr fined in Norway?
Datatilsynet fined it NOK 92M (about $9.6M) for unlawfully processing and sharing Grindr users' sensitive data in ad auctions between July 2018 and April 2020. It found Xandr was a joint controller with Grindr and did not verify that the consent was valid.
Can Xandr appeal the fine?
Yes. Xandr was given three weeks to appeal. Reports around the announcement did not say whether Xandr or Microsoft would appeal.
Was Microsoft the owner when the breaches happened?
No. The period covered ran from July 2018 to April 2020, before Microsoft acquired Xandr in 2022. The fine was based on Xandr's own turnover.
What does Xandr do?
Xandr is a programmatic advertising technology business, formerly AppNexus and later owned by AT&T, which Microsoft bought in June 2022 and folded into Microsoft Advertising. It is based in New York.
Where is Xandr based?
Xandr is based in New York, United States.
Also known as: AppNexus (former name), Microsoft Advertising (current brand), Xandr Inc..