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 »

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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 »

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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 »

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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 »

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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 »

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AT&T Will Acquire AppNexus

The rumors were true. AT&T said Monday it will acquire AppNexus for its advertising and analytics unit, which is headed up by former GroupM chief (and ex-AppNexus board member) Brian Lesser. The acquisition is expected to close in Q3. Read the release. Terms were not disclosed, though The Wall Street Journal pegged the price tagContinue reading »

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AT&T Advertising CMO Kirk McDonald On Redefining The Ads Experience, Blank Banners And Big Rumors

AT&T rode into Cannes this year amid fanfare following its Time Warner acquisition, freshly rebranded as WarnerMedia. But trailing in its wake are a lot of questions around what this mega-merger means for the advertising landscape. Intentionally or not, AT&T added to the ambiguity with its Cannes branding – or complete lack thereof. The telcoContinue reading »

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Ad ID Consortium Joins Forces With DigiTrust

You know stuff is getting real when the consortiums start forming consortiums. Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies. One is Advertising ID Consortium, ledContinue reading »

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Exchanges Are Under Pressure To Pony Up For Guaranteed Viewability

Advertisers are sick of paying for unviewed impressions, and some programmatic exchanges are appeasing them by eating the cost of anything that wasn’t viewed. Viewability guarantees aren’t new. For advertisers that demand it, ad tech companies can optimize toward viewability on open exchanges or run viewable deals in private marketplaces. The problem is, those optionsContinue reading »

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Indie Ad Servers Smell Blood In The Water As Google Limits DoubleClick ID – But Does Google Care?

In late April, Google said it would limit the portability of the DoubleClick ID outside of its ad server DoubleClick Campaign Manager (DCM), effectively killing independent attribution (at least to the extent that it was possible). Marketers who want access to the DoubleClick ID, which ties together data across Google’s properties, will have to use itContinue reading »

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