Xandr Adopts OpenAP’s OpenID To Streamline Audience-Based National TV Buying

OpenAP, the advanced advertising company for television, and Xandr, AT&T’s ad technology platform powering a global marketplace for premium advertising, formed a new strategic alliance that will enable OpenAP’s OpenIDSM audiences inside Invest TV,  Xandr’s buyer self-service platform for linear television. Xandr will adopt the OpenID, a unique identifier launched by OpenAP that allows centralized activation of advanced […]

AT&T Explores Sale Of Xandr Digital Ad Unit

AT&T is exploring the potential sale of its digital advertising operations, a sign the telecommunications company is curbing its ambitions to become a force on Madison Avenue, according to people familiar with the matter. AT&T acquired the biggest component of those operations, AppNexus, for about $1.6 billion in 2018 under a plan to challenge heavyweights such as Google owner Alphabet Inc. for a piece of the multibillion-dollar digital ad marketplace.

McDonald Out, Welch In As Xandr Chief

Kirk McDonald (left) is leaving AT&T’s advanced advertising unit, Xandr, to become CEO of North America for WPP’s GroupM ad-buying unit. He’s being succeeded as head of Xandr by Mike Welch, currently the unit’s EVP of product and business development.

AT&T Rolls Ad-Tech Xandr Into WarnerMedia

AT&T is moving its ad-tech business Xandr into WarnerMedia, a little more than a month after its CEO Brian Lesser abruptly resigned. WarnerMedia CFO  Gerhard Zeiler will now be in charge of all advertising across AT&T. ​Xandr’s Chief Business Officer Kirk McDonald will continue to lead Xandr, reporting directly to Zeiler.

CEO Of AT&T Ad Unit Xandr Resigns

Brian Lesser, chief executive of AT&T Inc’s advertising unit Xandr, has resigned, a source familiar with the matter said on Wednesday, raising questions about the future of its advanced advertising strategy.

AT&T’s Xandr Adds The CW, Microsoft. More

The CW, Tastemade, AccuWeather and Microsoft Advertising have joined Community, a video advertising marketplace launched by Xandr, AT&T’s advertising and analytics division. Other Community partners include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media and Warner Bros. along with A+E Networks, AMC Networks, Cheddar, Bloomberg, Vudu, VICE, Hearst Magazines, Newsy, Philo, Tubi and Xumo.

Xandr’s Pause Ads To Roll Out Across AT&T

Xandr, AT&T’s ad-tech unit, officially unveiled its new pause ads during CES this week, and is now actively marketing the format to brands. Epix, Starz and AT&T Mobility are among the beta partners running pause ads that have been appearing on AT&T Now and DirecTV since the fourth quarter.

AT&T’s Xandr Acquires TV Ad Business Clypd

AT&T Xandr advertising unit said it acquired Clypd, adding more advanced TV capabilities to its existing digital and addressable business. Clypd is used by broadcast and cable programmers to serve relevant advertising to viewers using audience and other data.

Comscore Signs Multi-Year Agreement With Xandr

Comscore will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DirecTV, Altice USA and Frontier. Xandr is AT&T’s advanced advertising and analytics company. The partnership is designed to give advertisers reliable third-party measurement across the leading national live linear addressable footprint. “We are excited to have Comscore as our addressable measurement partner,” said Dan Rosenfeld, Xandr VP of data strategy. “We’ve relied […]

Xandr Video Marketplace Adds A+E, AMC, Cheddar

UPFRONTS

Xandr To Launch ‘Community’ Marketplace

AT&T’s advanced advertising and analytics subsidiary Xandr will roll out a new video advertising marketplace and enhanced addressable TV offerings during its upfront week event Tuesday. The new video ad marketplace will be called “Community” and will be cross-platform, encompassing OTT, CTV, digital and mobile.

AT&T’s Turner, Xandr Integrate Data

AT&T’s Turner networks and advertising business Xandr said Tuesday they have begun using the wireless carrier’s customer data to help advertisers better reach audiences across Turner brands like CNN and TBS on TV and over digital platforms.

AT&T Restarts Ad Biz With Xandr

The new business unit has made its first sales rep deals with two cable operators — Altice USA and Frontier Communications — to aggregate and sell their national addressable TV advertising inventory.