---
title: "Xandr setup for Data Activation"
slug: "xandr-setup-for-data-activation"
description: "Integrate your customer data with Xandr for targeted media buying, enhancing ad efficiency, retargeting, and campaign performance in real-time."
updated: 2026-02-27T13:13:28Z
published: 2026-02-27T13:25:42Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.supermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Xandr setup for Data Activation

The Data Activation connector for Xandr empowers you to integrate your customer data with Xandr's advanced programmatic advertising platform, enabling highly targeted and efficient media buying. By connecting these systems, you can elevate your digital advertising strategy and achieve greater precision in reaching your audience.

Here's how this integration adds value:

- **Activate first-party data**: Use rich customer profiles to build precise audience segments for targeting across Xandr's extensive advertising inventory.
- **Improve media efficiency**: Optimize ad spend by focusing on high-value audiences, reducing waste, and delivering more relevant ads to potential customers.
- **Enhance retargeting**: Create dynamic retargeting campaigns with up-to-date behavioral data, to ensure that your ads are timely and personalized.
- **Drive cross-channel alignment**: Sync your audience data across channels for consistent messaging and cohesive customer journeys.
- **Real-time audience updates**: Ensure your campaigns remain relevant by dynamically updating audience segments in Xandr based on real-time data.
- **Boost campaign performance**: Use insights to tailor ad content and delivery, driving higher engagement, conversions, and return on investment.

**How it works:**

- Every user who visits your website is instantly identified within both the Data Activation and Xandr
- When a user performs the configured interactions, they enter the audience. Updates are shown in the activity graph with a 15-minute delay
- The Data Activation sends the user identifiers to Xandr, adding them to the configured segment
- When users exit an audience, their identifiers are sent to Xandr to remove them from the segment

Because of Xandr's limitations, information is batched and sent every 10 minutes.

You'll only see Xandr audiences in the interface that are being used and have been created or modified in the last 30 days.

## Destination connector overview

| Attribute | Value |
| --- | --- |
| **Platform type** | DSP |
| **Cookie Sync** | Yes |
| **Connecting protocol** | REST |
| **Real-time data sync** | No (batch send every 10 minutes) |
| **Syncs Data On** | Add, Remove |
| **Allowed setting multiple connectors** | No |
| **Endpoint** | `https://api.appnexus.com/` |
| **API Documentation** | [Xandr Batch Segment Service](https://learn.microsoft.com/en-us/xandr/bidders/batch-segment-service) |

## Before you begin

Before enabling the synchronization of segments with Xandr, the following requirements must be met:

- Onboarding with Xandr must have already been carried out. See [API Onboarding Process in Xandr's documentation](https://docs.xandr.com/bundle/xandr-api/page/api-onboarding-process.html)
- Your Xandr account must be paired with the Data Activation's Xandr partner account. Request this through your Xandr account manager.
- A ticket with Xandr support must be opened to activate the batch segment service for your specific account. See [Batch Segment Service in Xandr's documentation](https://docs.xandr.com/bundle/xandr-api/page/batch-segment-service.html)
- The credentials must be enabled for the REST API to be usable in the Data Activation interface

**Obtaining credentials:**

There are two ways to configure Xandr:

- Through the [Xandr web console](https://invest.xandr.com/)
- Using the Xandr REST API available on request

The credentials must be enabled for the REST API to be usable in the Data Activation interface.

## Instructions

### Step 1: Configure cookie sync

To synchronize users between the Data Activation and Xandr, a cookie sync needs to be added.

1. In Data Activation, navigate to **Tags** and select **Pages**.
2. On the Global path, click the **+ button** to create a new tag.
3. In the popup window, search for **Relay42 data**.
4. Click the **Relay42 data** icon to reveal the options to the right. Find **Cookie sync** in the list and click **Select Variant**.
5. Select **Xandr** from the list of partners.
6. Complete the remaining steps and save.
7. Publish the tag to your desired environment in **Tags** → **Publishing**.

Once this tag is published, every user who visits your site will also be identifiable by Xandr.

## 

### Step 2: Configure destination

1. On the Data Activation platform, select **Connectors** in the left-side navigation bar.
2. Select **Server to Server** and click **New Connector**.
3. Select **Xandr.**

Provide the following information:

- **Name**: Display name of the partner Server to server integration, used throughout the Data Activation system
- **Username**: API user credentials known by Xandr Platform
- **Password**: API user credentials known by Xandr Platform
- **Advertiser**: Known by Xandr Platform
- **Use Default Separators**: Check with Xandr support for your configuration
  - The default separators are:
    - `separator_1: ,`
    - `separator_2: ;`
    - `separator_3: :`
    - `separator_4: ~`
    - `separator_5: ^`
  - If these don't match your current separators, uncheck **Use default separators** to expand the fields. We recommend submitting a support request to Xandr to get the separators used in your account.

When you click **Submit**, the system checks whether the user provided has sufficient permissions. If not, it displays an error message. If everything is correct, the connector is created.

> [!NOTE]
> Note
> 
> It's not possible for the Xandr connector to have multiple different configurations of a partner.

### Step 3: Add the destination connector to an audience or journey

1. On the Data Activation platform, select **Audiences** in the left-side navigation bar.
2. Click **New Audience** or select an existing one and click **Configure.**
3. Configure the desired interactions to target users or use the existing configuration.
4. In the next step, locate the Xandr integration in the left menu and drag it into the green drop target.
5. After loading data from the Xandr API, select a Xandr segment to send data to.
6. Save the audience.

> [!NOTE]
> Important
> 
> For newly-created audiences, the names of the selection variables must correspond with the variable names in the mail template at the Xandr platform.

## Error handling

For the Xandr connector, we report the actual Xandr-specific error codes.

Error documentation can be found in the [Xandr API documentation](https://docs.xandr.com/bundle/xandr-api/page/api-semantics.html).

The following error codes are Data Activation-related:

- Timeout
- Other error
- Invalid credentials

To read more about these errors, see [Using journey and audience connectors](/v1/docs/using-audience-and-journey-connectors).

## More resources

- [How to build audiences](/v1/docs/how-to-build-audiences)
- [How to build journeys](/v1/docs/how-to-build-journeys)
- [How to measure goals and outcome signals](/v1/docs/how-to-measure-goals-and-outcome-signals)