{"page":"/blog/life-after-microsoft-invest-dsp-migration-playbook","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","Event","Source"],"rows":[["2018","AT&T acquires AppNexus for $1.6 billion","Light Reading, 21 Dec 2021"],["September 2019","AT&T launches the Xandr brand on the AppNexus stack","Light Reading, 21 Dec 2021"],["21 December 2021","AT&T announces sale of Xandr to Microsoft, price undisclosed; \"reputed $1 billion\"","Light Reading, 21 Dec 2021; Digiday, 20 May 2025"],["2022","Deal closes; Xandr Invest becomes Microsoft Invest","AdExchanger, 14 May 2025"],["14 May 2025","Microsoft announces end of media buying through Invest from 28 February 2026; investment \"exclusively\" on the Microsoft Advertising Platform; Monetize and Curate continue; third-party DSP access to Microsoft inventory continues","Microsoft Advertising, 14 May 2025"],["14 May 2025","Clients told by document; layoffs reported; rationale that the goal \"is not achievable with the industry's current DSP model\"","Digiday, 14 May 2025"],["20 May 2025","Buyers expected to \"default to scaled independents such as The Trade Desk\"","Digiday, 20 May 2025"],["22 June 2025","Adform CTO: \"you're adding Trade Desk or you're adding Adform\"","PPC Land, 22 Jun 2025"],["9 July 2025","Lotame offers to match Invest audiences to its segments and build custom audiences \"within 24–48 hours\"","Lotame, 9 Jul 2025"],["7 October 2025","Amazon DSP named preferred transition partner; Microsoft Monetize joins Amazon's Certified Supply Exchange; onboarding paths by advertiser size","PPC Land, 7 Oct 2025; MediaPost, 7 Oct 2025"],["11 November 2025","Amazon merges Amazon DSP and the advertising console into Campaign Manager; introduces Ads Agent","Amazon Ads, 11 Nov 2025"],["18 February 2026","Microsoft Invest documentation landing page last updated; no sunset notice","Microsoft Learn, accessed 17 Oct 2026"],["28 February 2026","Microsoft Invest shut down","PPC Land, 7 May 2026"],["7 May 2026","LinkedIn audiences on Microsoft Monetize CTV inventory, bought through Amazon DSP (US only)","PPC Land, 7 May 2026"],["29 September 2026","Amazon renames its programmatic buying product DVA inside Amazon Ads Agent; \"Your current pricing structure is carried forward\"","PPC Land, 15 Oct 2026; Amazon Ads, accessed 17 Oct 2026"]],"sourceUrls":[["https://www.lightreading.com/video-media/atandt-sells-xandr-to-microsoft/d/d-id/774254"],["https://www.lightreading.com/video-media/atandt-sells-xandr-to-microsoft/d/d-id/774254"],["https://www.lightreading.com/video-media/atandt-sells-xandr-to-microsoft/d/d-id/774254","https://digiday.com/media-buying/microsoft-shuttering-xandr-invest-suggests-big-tech-is-shrinking-from-the-open-web/"],["https://www.adexchanger.com/online-advertising/microsoft-invest-formerly-xandr-dsp-and-formerly-appnexus-before-that-will-just-be-formerly/"],["https://about.ads.microsoft.com/en/blog/post/may-2025/empowering-businesses-for-a-future-that-is-conversational-personal-and-agentic"],["https://digiday.com/media-buying/microsoft-advertising-is-closing-the-xandr-dsp/"],["https://digiday.com/media-buying/microsoft-shuttering-xandr-invest-suggests-big-tech-is-shrinking-from-the-open-web/"],["https://ppc.land/microsofts-xandr-dsp-closure-opens-doors-for-independent-players/"],["https://www.lotame.com/resources/microsofts-dsp-shutdown-how-to-transition-your-audiences/"],["https://ppc.land/amazon-dsp-integrates-microsoft-monetize-ssp-as-preferred-partner/","https://www.mediapost.com/publications/article/409701/microsoft-leans-on-amazon-for-its-demand-side-plat.html"],["https://advertising.amazon.com/library/news/unboxed-2025-recap"],["https://learn.microsoft.com/en-us/xandr/invest/"],["https://ppc.land/microsoft-monetizes-survival-bet-linkedin-data-on-amazon-dsp-ctv/"],["https://ppc.land/microsoft-monetizes-survival-bet-linkedin-data-on-amazon-dsp-ctv/"],["https://ppc.land/meta-named-a-future-that-never-came-amazon-ads-agent-names-one-that-exists/","https://advertising.amazon.com/solutions/products/amazon-dsp"]]}