Xandr Rebrands AppNexus DSP To ‘Xandr Invest,’ Gives It Exclusive Access To AT&T Data

Xandr is making AT&T data available to buyers across all media types through AppNexus’s demand-side platform (DSP), which it has rebranded as Xandr Invest. Xandr Invest launched Monday and allows advertisers to layer AT&T’s first-party data when buying inventory available through the AppNexus exchange as well as inventory from Xandr’s premium video network, Community. AdvertisersContinue reading »

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Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market

The two minutes of television inventory sold by multichannel video players (MVPDs) – which can be made addressable by targeting through the set-top box – has historically been fragmented across providers, making it complex for a national advertiser to run addressable campaigns at scale. Today, MVPDs are jockeying to sell each other’s addressable TV supply,Continue reading »

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AT&T’s Signal To Xandr: No More M&A For Now

Xandr just can’t deal right now, according to sources. When AT&T hired Brian Lesser to run its new targeted advertising business and acquired AppNexus as its anchor asset, the company signaled it might move quickly on more acquisitions. But the appetite for mergers has faded since then, and the company now plans to hold offContinue reading »

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Inside Xandr’s Pitch To Agencies

If Xandr wants to live up to its promise and create a programmatic marketplace for the TV industry, it’s going to have to convince agencies to buy what it’s offering. The AT&T-owned company recently hired Jay Askinasi for the job, and he joined Xandr in early February as VP, head of digital and agency partnerships.Continue reading »

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IAB Offers DTC Playbook; AT&T Consolidates Ad Spend On AppNexus

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. DTC Playbook, Written A values-driven brand with the best X in its category launches on Facebook, quickly gains customers and uses data to improve its products and its marketing process. Ever feel like direct-to-consumer brands are all following the same unwritten set of rules?Continue reading »

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DirecTV Now’s Losses, Xandr’s Growth, And Other Hotspots From AT&T’s Earnings Call

AT&T is juggling a lot of business units at the crossroads of media, advertising and communications. Here are three takeaways from the company’s Q4 2018 earnings call on Wednesday that you can bring to the water cooler. DirecTV Now lost subscribers … but it’s all part of the plan? When AT&T scaled back on promotionsContinue reading »

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Xandr CEO Brian Lesser: AT&T’s Strategy Is ‘Fundamentally Different’ Than Verizon’s

When AT&T bought Time Warner in June to create a programmatic exchange for the TV industry, many looked to Verizon’s purchases of AOL and Yahoo as a comparison. But the two telco’s strategies “could not be any more different,” said Xandr CEO Brian Lesser on stage at AdExchanger’s Industry Preview last Thursday. “Oath, I think,Continue reading »

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AT&T Returns To YouTube; Facebook Faces New FTC Fine

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Brand Safe Enough AT&T is advertising on YouTube again after a two-year hiatus. The telco, one of the world’s largest advertisers, pulled spend from the video platform at the height of its 2017 brand safety scandal with a promise not to return until majorContinue reading »

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AT&T First-Party Data Floods Into Turner’s Linear And Digital Inventory

Turner will activate first-party data from AT&T’s 40 million set-top boxes to improve targeting and attribution for its linear TV offering, the company said Tuesday. The capability will be generally available Q1. AT&T’s set-top data, available through the Xandr ad unit, could already be applied to Turner’s digital properties, as of Q4 2018. These dataContinue reading »

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