AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform

AT&T’s ad tech unit Xandr has big hopes for TV advertising, but the company said Thursday during an analyst call that it’s also going to be heavily involved in powering online ads. “You will continue to see Xandr media business outpace the television market in 2019,” Xandr CEO Brian Lesser told investors. “And now whatContinue reading »

The post AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform appeared first on AdExchanger.

Read more

Brian O’Kelley’s Departure As CEO Comes As No Surprise To Ad Tech Insiders

Brian O’Kelley’s departure as CEO of AppNexus surprised few in the industry who know him. His sharp opinions and independent mindset made him an ad tech provocateur and a fearless leader. But that same personality seemed incompatible with taking a subservient role to Xandr CEO Brian Lesser within the AT&T mega-corporation. After all, this isContinue reading »

The post Brian O’Kelley’s Departure As CEO Comes As No Surprise To Ad Tech Insiders appeared first on AdExchanger.

Read more

AppNexus Has Quit The Industry’s Ad ID Consortium. Is This The End?

AppNexus’s new telco owner, AT&T, has withdrawn it from the Advertising ID Consortium, a shared industry cookie ID it co-founded last year along with other independent ad tech platforms. Adweek first reported the move on Thursday. Does the withdrawal spell curtains for the independent identity graph before it really got off the ground? The consortiumContinue reading »

The post AppNexus Has Quit The Industry’s Ad ID Consortium. Is This The End? appeared first on AdExchanger.

Read more

Will Ad Tech M&A Derail The Advertising ID Consortium?

Development of the Advertising ID Consortium, a shared cookie-based ID service for programmatic companies, has stalled as two of the key backers, AppNexus and LiveRamp, undertake protracted M&A processes. The consortium is still moving forward, according to sources with knowledge of the nonprofit group’s product development, but the already complicated politics of ‘co-opetition’ are exacerbatedContinue reading »

The post Will Ad Tech M&A Derail The Advertising ID Consortium? appeared first on AdExchanger.

Read more

AT&T CEO Randall Stephenson: Long-Tail Turner Inventory Will Be Monetized Through AppNexus In 12-18 Months

Turner inventory will soon be available through the AppNexus ad platform, AT&T top dog Randall Stephenson said at an event Wednesday. Speaking at Goldman Sachs’ Communacopia conference in New York, Stephenson also told attendees how he hopes to expand HBO viewership and said that federal authorities must codify rules around privacy and net neutrality. Advertising isContinue reading »

The post AT&T CEO Randall Stephenson: Long-Tail Turner Inventory Will Be Monetized Through AppNexus In 12-18 Months appeared first on AdExchanger.

Read more

Three Things AT&T And AppNexus Must Do Next

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Frank Sinton, founder and CEO at Beachfront Media. AT&T’s move to acquire AppNexus is a strategic one to position the company within its growing digital footprint. While AT&T has long been one of theContinue reading »

The post Three Things AT&T And AppNexus Must Do Next appeared first on AdExchanger.

Read more

Why AT&T-Backed AppNexus Is Making A Move On Connected TV

AppNexus launched the first video advertising product for its demand-side platform (DSP) in late 2015. Over the next two years it built out its video offering to include a supply-side platform (SSP) solution, a video ad server, a video header bidding product and a connected-TV marketplace. With its acquisition by AT&T expected to close laterContinue reading »

The post Why AT&T-Backed AppNexus Is Making A Move On Connected TV appeared first on AdExchanger.

Read more

Comic: Wonder Twin Ad Powers Activate

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… AdExchanger: Origins AdExchanger: Crisis In Ad City (Part I) AdExchanger: Crisis In Ad City (Part II) AdExchanger: Enter Malware (Part I) AdExchanger: Enter Malware (Part II) AdExchanger: Enter Malware (Part III) AdExchanger: Enter Malware (The Conclusion) AdExchanger: Angels And Startups AdExchanger: Rumble In Arbitrage PlazaContinue reading »

The post Comic: Wonder Twin Ad Powers Activate appeared first on AdExchanger.

Read more

AppNexus Is No Longer Independent: How Will Its Clients React?

AT&T has big plans to operate a programmatic exchange for the advanced TV advertising industry. Its Monday acquisition of AppNexus gives AT&T the infrastructure and relationships with content owners and buyers to operate that exchange at scale. But it remains to be seen if AppNexus clients will be spooked by its loss of independence andContinue reading »

The post AppNexus Is No Longer Independent: How Will Its Clients React? appeared first on AdExchanger.

Read more

AT&T Ads CEO Brian Lesser Explains How AppNexus Will Plug Into AT&T

AT&T acquired AppNexus. So what’s it going to do with it? Both the buy side and the supply side will remain intact. AT&T will build out each part of AppNexus’ business, Brian Lesser, CEO of AT&T advertising and analytics, told AdExchanger. AT&T data will become a “very meaningful” carrot for buyers using AppNexus’ DSP, heContinue reading »

The post AT&T Ads CEO Brian Lesser Explains How AppNexus Will Plug Into AT&T appeared first on AdExchanger.

Read more