Microsoft’s decision to sunset Xandr marks another significant shift in the ever-evolving digital advertising landscape. As the ecosystem continues to consolidate and transform, it highlights the importance of adaptability for marketers and advertisers alike.

While transitions like this can be disruptive — especially for customers deeply integrated with a platform — they also open doors to re-evaluate strategies, adopt new innovations, and explore tools that may offer greater flexibility or performance. For many advertisers, especially those in regulated or complex industries, this is more than a headline—it’s a strategic crossroads.

As Xandr rides off into the sunset in early 2026, it leaves behind a big question: 

What’s next for advertisers who built their programmatic muscle on Xandr’s stack?

At IQM, we have been future-proofing. Our DSP is built for the ever evolving DSP landscape.  

Built for the Hard Stuff

IQM is not just another DSP. We are the leading intelligent media buying platform built for regulated and high-stakes verticals — political, healthcare, finance, legal, gaming, and more.

While other DSPs focus on scale and generalization, we’ve doubled down on robust privacy infrastructure, persistent ID systems, and a real demand-side presence. Seamlessly connected with our data management platform, we make it easy for advertisers to navigate the complexities of safe, compliant, and scalable campaigns.  

• Regulatory Confidence: We don’t just “support” compliance — we have engineered and are purpose-built for compliance. 
• Smarter Audiences: Our proprietary DMP delivers targeting built for nuance and impact.
• Unified Platform: Our DSP and DMP stack delivers best-in-class, insight-rich campaign execution.
• Real-World Expertise: With roots in political media since 2016, we’ve helped clients succeed in the most scrutinized, regulated environments.

Migration Support for Xandr Advertisers

We anticipated a shift in the DSP landscape and created guides and tools for that. Regardless of how long you’ve worked with Xandr, our detailed Migration API Guide will help your teams move quickly and confidently. 

Our engineering and client success teams have built direct compatibility pathways to ensure:

• Minimal disruption to existing workflows
• API-level support for campaign and audience migration
• Speedy onboarding with compliance and targeting continuity
• Technical and strategic migration help from our team from day one

Redefining What’s Next

As the DSP landscape continues to consolidate, IQM is doubling down on what matters: customer choice, partner success, and nimble innovation. If you’re looking for a future-proof DSP built for real-world performance – it’s time for something better.

Visit iqm.com or reach out to your IQM sales representative to learn more.