XR Product Updates: September 2026

Hot off the XR Product Roadmap: the new XR Costs is changing the game for tracking ad production spend, while XR Pay is rolling out smarter, faster ways to keep big Hollywood talent payments moving.

XR Costs has Production Cost Tracking Covered

XR Costs is the newest addition to our XR ONE platform (launched earlier this summer), built to bring order to one of advertising’s messiest jobs: managing production spending. It puts bids, budgets, approvals, payments, and financial tracking in one place for easier management.

Why It Matters:

By connecting advertising production planning and spending with ad delivery, XR Costs gives brands and agencies a clear view of where every production dollar goes, what assets they create, and where ads end up playing.

Key Benefits:

• Improve production spend tracking: Manage bids, budgets, approvals and payments without jumping between spreadsheets and systems.  
• Simpler approvals: Keep approvals and changes within the same workflow, creating a clear record of who approved what and when.  
• Know where your money is going: Connect costs with assets, rights, delivery and analytics to better understand what’s being made, paid for, and used.

XR Streamlines Connection to 95% of Leading DSPs

New direct API integrations with Google DV360, The Trade Desk, Amazon Ads, and Yahoo DSP connect XR to 95% of leading demand side platforms for buying ads.

Why it Matters:  

This means agencies and advertisers can run one connected workflow across their DSP mix, bringing creative, trafficking, linear and digital delivery, and measurement together in the XR platform, while media teams keep buying in the platforms they already know and use today.

Key Benefits:  

• Launch faster: Push certified XR tags directly to DSPs via API, cutting manual trafficking, errors, and speeding up launch time.
• One workflow across DSPs: Standardize creative, trafficking, and activation across buying platforms while connecting linear and digital delivery.
• Trust the numbers: Get independent delivery and performance data backed by XR’s MRC-accredited ad server.

XR Pay Platform Updates: Keep the Money Moving

The XR Pay platform keeps getting smarter. The latest updates make it faster and easier to manage talent, celebrity, and crew payments, cut the manual work, and keep money moving.

Customer Billing Portal Improvements

The new XR Billing Portal is now live, giving clients a faster, more convenient way to manage invoices, payments, and billing information directly within the portal.

With the new experience, you can:  

• Know what’s paid and not: View invoice status, including paid and unpaid invoices.
• Stay on top of balances: Check outstanding balances and past-due amounts, with full billing details in the platform with single sign-on.
• Keep productions moving: View your available credit limit so you can better plan spend and avoid production delays.

View a demo of the new portal.

Real-Time Wire Payment Confirmations 

Wire confirmations, without all the runaround. Authorized XR Pay Platform users can now check wire status, view confirmation details, and export shareable PDFs directly in our platform. No external bank logins, follow-up emails, or manual checks required.

At XR, we’re constantly innovating to simplify advertising operations for brands and agencies around the world, so your team can focus on what matters most. Contact us to learn more about these updates or schedule a demo.