AT&T announced the launch of Xandr, its new ad-tech company led by its advertising and analytics head Brian Lesser as the CEO.
Xandr encompasses all aspects of the existing AT&T advertising & analytics businesses, including AT&T’s advanced TV business, AT&T AdWorks; AT&T’s data and analytics business; ATT.net and AppNexus, which will continue to support its US and global customers under the Xandr umbrella.
To further strengthen its leadership in advanced TV advertising, Xandr has entered into agreements with Altice USA and Frontier Communications to aggregate and sell their national addressable TV advertising inventory. This initial step starts to create the foundation of a national TV marketplace for advertisers and premium content publishers. Xandr will also collaborate with a4, Altice USA’s advanced advertising business, to help expand a4’s nationwide addressable digital advertising capabilities.
By aggregating this video inventory from multiple multichannel video programming distributors (MVPDs), AT&T’s addressable TV offering starts to provide advertisers with a one-stop shop. This allows marketers to reach the audiences they want to connect with most, while improving yield by helping inventory owners compete more effectively.
By combining data with advertising technology, addressable TV allows advertisers to more effectively reach their audiences without the wasted spend associated with traditional, non-targeted TV, said AT&T.
Brian Lesser, CEO, Xandr
Our purpose is to Make Advertising Matter and to connect people with the brands and content they care about. Throughout AT&T’s 142-year history, it has innovated with data and technology, making its customers’ lives better. Xandr will bring that spirit of innovation to the advertising industry.
