The End of Traditional DSPs: Microsoft’s AI Pivot and What it Means for Your Campaigns

The future of media-buying is AI-powered, and Microsoft just made a decisive move in that direction. Here’s what it means for your agency:

Last week’s announcement that Microsoft is closing its Xandr DSP, citing that it “no longer aligns” with their AI priorities, isn’t just another tech consolidation – it’s a clear market signal about where programmatic media is heading. 

Microsoft is consolidating investments into a single AI-powered buying platform – the Microsoft Advertising Platform – which they describe as “critical” to their ongoing strategy. This shift reflects what we’ve seen consistently across the industry: traditional DSP architecture is being reimagined for an AI-first world. 

What This Means for Media Agencies 

For agencies, this isn’t just about losing one DSP option – it represents a fundamental transformation in how campaigns are planned, executed, and optimized. 

The AI Advantage Becomes Non-Negotiable

Microsoft’s decision confirms what forward-thinking agencies already know: AI isn’t just enhancing programmatic; it’s becoming the foundation. Agencies without robust AI capabilities will increasingly find themselves at a disadvantage. 

Campaign Execution is Becoming More Integrated

The separation between strategy, execution, and optimization is eroding. AI-powered systems can now make real-time connections across the entire campaign lifecycle that were previously only imaginable. 

Technical Barriers Are Disappearing

As platforms like Microsoft move toward AI-powered solutions designed for "conversational and agentic" experiences, the technical complexity that once required programmatic experts is being abstracted away. 

Akkio Delivers Real Performance Metrics Today

While Microsoft plans their AI future, Akkio is already delivering measurable results for leading media agencies:

• 25x faster campaign reporting – What once took days now happens in minutes, giving your team more time for strategic thinking and client service
• 150x acceleration in audience building – Complex audience segments that previously required days of technical work can now be created and deployed in minutes

These aren't theoretical improvements – they're the actual performance gains our clients experience every day. As traditional DSPs sunset, these efficiency advantages translate directly to competitive edge and improved margins.

How Akkio Prepares Your Agency for the AI Future

Our platform enables your team to: 

• Turn strategy into immediate action with AI agents that translate client goals into executable campaign parameters
• Capture value across the entire campaign lifecycle rather than just isolated optimization moments
• Empower every team member to leverage sophisticated AI without specialized training
• Maintain flexibility across platforms as the industry continues to evolve

The agencies that thrive won’t just use AI tools – they’ll incorporate it across their entire organization. Akkio doesn't just prepare you for this future; it delivers it today, transforming how your team works, wins business, and delivers measurable client success.

To learn more about how Akkio helps prepare your agency for a successful AI future, download our eBook, AI Your Way.