Xandr, giant telco AT&T’s advanced advertising and analytics company, has launched Xandr Invest, a strategic buying platform with premium content including video from CNN.
The move combines recent acqusitions by AT&T -- AppNexus and Time Warner -- to give access to customer data and easy ad buying.
“Due to the major investments we have recently committed to our buy-side platform, Xandr now supports buying in the ways that make sense for advertisers," says Michael Rubenstein, president of AppNexus, a Xandr company.
"Xandr Invest offers them the combination of our exclusive consumer insights and content, backed by incredibly powerful technology. We’ve brought a platform to market that doesn’t just meet advertisers where they are now, but sets them up to capitalise on the future of advertising as digital and TV begin to converge.”
The omnichannel inventory will include traditional TV, over the top (OTT), mobile, digital video, audio, native, and display. In 2019, advertising spend for video, including OTT, through Xandr’s buy-side platform is experiencing double-digit growth year-over-year.
As the industry evolves to meet the needs of consumers, Xandr Invest will begin to incorporate tools and services to help converge TV and digital media strategies. Over time, traditional TV buying capabilities will become available within Xandr Invest.
The new platform has access to Xandr Audience Segments developed from AT&T’s 170 million direct-to-consumer relationships.
It also is the exclusive buy-side platform for Community, Xandr’s curated, premium video marketplace. At launch, Community provides access to premium content from CNN, TNT, TBS, truTV, B/R Live, Warner Bros., Crunchyroll, Rooster Teeth, Vice, Hearst Magazine, Newsy, Philo, Tubi, and XUMO.
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