AT&T is opening up set-top box viewership data to advertisers buying across its Turner properties.
"Combining insights from AT&T’s 170 million direct-to-consumer relationships with Turner’s terrific content and fanbase, gives us a greater ability to serve relevant advertising that is driving results for brands and agencies," said Mike Welch, senior vice president, corporate strategy and development at Xandr.
Tapping into AT&T's first-party data sets, the partnership will focus around four advanced ad offerings.
First, Turner's ad suite, AudienceNow, will incorporate Xandr's viewership insights from over 40m set-top boxes to deliver faster turnarounds on campaign postings and more precise advertising to Turner's audiences on channels like Adult Swim, TBS and TNT across television, digital and mobile platforms.
Second, Turner will use data from Xandr to deliver more relevant ads across its digital properties, like CNN and Bleacher Report.
Marketers will be able to buy programmatically or directly from Turner, and deliver ads across Turner's digital properties with added insights from Xandr Audience Segments.
According to ComScore, Turner's digital properties earn 135 million unique visitors monthly.
Third, the partnership will extend advertisers' branded content offerings across Xandr's addressable TV advertising ecosystem, which reached over 15m households.
Hewlett Packard Enterprise and L'Oréal Paris are among the first brands to participate.
“HPE has had a long-standing partnership in innovation with Turner. First-to-market programs in content creation and targeted reach via addressable TV are the latest examples of that – ensuring our branded content is additive and not interruptive to the overall viewer experience,” said Marissa Freeman, chief brand officer at Hewlett Packard Enterprise.
Lastly, the partnership also looks to deliver advertisers on Turner's networks with attribution and performance metrics.