SANTA BARBARA, CA \u2013 Xandr\u2019s partnership with Altice and Frontier to aggregate and sell their national addressable television inventory are just the first steps in Xandr’s pursuit of a national marketplace for premium, video-centric advertising on both the buy-side and sell-side.<\/p>\n
Within the next 12 months, Xandr envisions\u00a0having \u201caggregated significant amounts of supply. We will have enabled AT&T\u2019s first-party data to be used on the front end of a buying tool to create segments and target. And then we\u2019ll have a marketplace up and running that monetizes not only for AT&T\u2019s owned-and-operated premium inventory, but for that of multiple publishers throughout the industry,\u201d says\u00a0Mike Welch, Xandr\u2019s SVP of Strategy & Business Development. “Our vision all along was to create this marketplace for premium advertising centered on video.”<\/p>\n
In this interview with Beet.TV at the Xandr Relevance Conference<\/a>, Welch says the Altice and Frontier partnerships increase Xandr\u2019s addressable TV footprint by 20% and explains how the acquisition of AppNexus will ramp up Xandr\u2019s cross-screen targeting capabilities.<\/p>\n Reflecting on the conference itself and taking the pulse of conference attendees, Welch says it\u2019s gratifying to see such widespread and supportive response. \u201cThe interesting thing for me and I think for all of us has been the feedback has been so positive. People are pulling for us,\u201d says Welch\u00a0<\/a> \u201cThey\u2019re saying the industry really needs this, we think you guys are going to bring a much needed alternative to some of the options that are out there.\u201d<\/p>\n For cross-screen addressability, \u201cThis is where AppNexus really, really helps us and becomes a key part of our portfolio,\u201d Welch adds. While AT&T via DirecTV has been a leader in addressable TV for six years, it was limited in reach since it was limited to television homes.<\/p>\n