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Future of TV Xandr Media

AT&T's Xandr launches cross-device ad marketplace

By Andrew Blustein, Reporter

May 14, 2019 | 3 min read

AT&T’s advertising unit Xandr has finally launched its ad marketplace, called Community.

Xandr introduces 'video-first' ad marketplace

Xandr introduces 'video-first' ad marketplace

Community is meant to connect advertisers with “hard-to-reach” audiences whose content consumption has fragmented across platforms, including TV, mobile, online, connected TV and over-the-top.

Xandr sees this as the first step towards a future convergence of linear TV and digital video.

The marketplace will initially include inventory from WarnerMedia’s portfolio of brands including CNN, TNT, TBS, truTV, B/R Live, Warner Bros., along with Vice, Hearst Magazines, Newsy and streaming services Philo, Tubi and Xumo. It will also include inventory from AT&T-owned DirecTV Now.

“After only eight short months since the launch of Xandr, Community delivers on our promise of a brand-safe, insight-driven, premium video marketplace,” said Xandr chief executive officer Brian Lesser said in a statement. “Building on one of the largest technology platforms in the industry and integrating Xandr’s unique audience insights from AT&T, we created the foundation of Community. Now, with the incredible inventory from our inaugural Community partners, the marketplace is open.”

Community will also integrate Xandr’s cross-screen addressable audience solution. Xandr is pitching advertisers that they can define audiences and identify households, and then serve relevant ads to the desired group across screens.

AT&T hopes this will help advertisers reach audiences who are watching fewer ad-supported programs by building out Xandr on its database of 170m AT&T customers.

AT&T recently acquired ad-free HBO as part of its $85bn deal with WarnerMedia, then Time Warner.

Xandr announced the launch of Community at its upfront event today. WarnerMedia will hold its upfront presentation on Wednesday (15 May).

Future of TV Xandr Media

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