SANTA BARBARA, CA \u2013 The new partnership between Altice USA and AT&T\u2019s newly birthed Xandr represents the first realistic consolidation of national addressable television inventory, according to the head of Altice\u2019s a4 advanced TV advertising business.<\/p>\n
\u201cThere has been a lot of talk over the past few years and many companies, partners and vendors have done a lot of great strides. But there hasn\u2019t yet been a consolidating at a realistic level,\u201d says a4 President Paul Haddad.<\/p>\n
\u201cThere\u2019s a lot of theory in there, putting the pieces together and making a national addressable TV solution scalable enough for advertisers. AT&T has taken a step with tangible footprints that are really addressable today and brought the best of the best, put them together,\u201d Haddad adds in this interview with Beet.TV at the Xandr Relevance Conference<\/a>.<\/p>\n Launched in the spring of 2018, a4 was the culmination of Altice\u2019s acquisitions of Cablevision, Audience Partners and Placemedia, as AdExchanger reports.<\/p>\n \u201cAT&T has a very similar yet much grander vision and it\u2019s very well aligned with ours. So we are helping AT&T on the national TV addressability aspect and in return they\u2019re helping us on the national addressability from a digital perspective,\u201d says Haddad<\/a>.<\/p>\n A4<\/a> is Xandr\u2019s addressable TV partner in the New York market. Xandr also announced a deal this week to aggregate and sell the national addressable TV advertising inventory of Frontier Communications.<\/p>\n \u201cWe are bringing our local addressable TV inventory to the party and AT&T is putting all these pieces together of their footprint and our footprint and creating a scaled national TV solution for their clients.\u201d<\/p>\n