Xandr says that its fees — or take rates — are competitive with other ad-tech companies because it has direct access to content from its publishers and other media companies.
Xandr's move to build out its DSP keeps it competitive, too. Similar to Google, Xandr works with both publishers and advertisers and is reflected in its pitch to advertisers.
Take rates are fees that ad-tech companies charge for providing their technology and are a percentage of an advertiser's spending.
Xandr's transparency predates its AT&T ownership. Before AT&T's acquisition, AppNexus has long worked on keeping take rates low and competitive with firms like Rubicon Project.