> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/destinations/xandr.md).

# Xandr

The two Xandr activation routes, and what you give up by taking the easy one.

Both connectors push audiences to the Xandr DSP. The difference is whose member the segment belongs to, and that decides what you can do with it afterwards.

## Which connector to use

<table data-search="false"><thead><tr><th width="300">Connector</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/xandr/direct.md"><strong>Direct</strong></a></td><td>Synchronises to <strong>your own</strong> Xandr member. Requires Bidder Access and Xandr API onboarding. The segment is your account's property, so you can share it with third parties and see CPM information.</td></tr><tr><td><a href="/connectors/destinations/xandr/shared.md"><strong>Shared</strong></a></td><td>Synchronises to the <strong>mediarithmics</strong> member on Xandr, then shares to your destination member. Needs only your <code>member_id</code> - no setup at all. But you cannot share the segment onward from your own account, and there is no CPM information.</td></tr></tbody></table>

Take **Shared** to get running quickly. Take **Direct** if segment ownership, third-party sharing or CPM matter.

## What each connector sends

Both carry the same identifiers: **cookies**, **mobile IDs**, **TV IDs**, **First ID** and **UTIQ MartechPass**.

{% hint style="warning" %}
**First ID** and **UTIQ MartechPass** need a specific configuration following the [Xandr API](https://learn.microsoft.com/en-us/xandr/digital-platform-api/bss-avro-file-format#extended-idseid-or-publisher-provided-idsppid). Ask your Xandr account manager to authorise the sources `first-id.fr` or `utiq-mtp.com` on your seat.
{% endhint %}

Both also require **cookie matching activated on your organisation**, and both are subject to Xandr's ingestion SLA and invalid-user behaviour - documented on [Direct](/connectors/destinations/xandr/direct.md#good-to-know).

## Partner documentation

Xandr documents its own platform at <https://learn.microsoft.com/en-us/xandr/>. Use it for anything that happens on the partner side of this connector: account setup, the fields the partner expects, and its own limits.


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