LAS VEGAS\u2014As Xandr Media begins to cross-pollinate data and technology with Turner and other AT&T family entities, it wants the outside world to know that from a supply-side platform standpoint, its doors are open. \u201cThe welcome mat is out. It\u2019s got neon lights around it,\u201d says Xandr Media<\/a> President Rick Welday.<\/p>\n Roughly four months after AT&T unveiled Xandr, the company announced in early January an integration<\/a> with WarnerMedia\u2019s Turner to improve the relevancy of advertising, fueled by data and content connections.<\/p>\n In this interview with Beet.TV at CES 2019<\/a>, Welday talks about the new collaboration with Turner along with the high-level aspiration of Xander to make advertising more relevant while leveraging nearly 200 million consumer billing relationships that yield fertile data for both buyers and sellers.<\/p>\n And then there are viewers of premium video content, whose needs are a high priority. \u201cConsumers should not have to tolerate sixteen minutes of un-targeted advertising for every hour of programming,\u201d Welday says. \u201cThat\u2019s a widely agreed upon problem. We think we can help with that.”<\/p>\n The Turner and Xandr ad sales teams have been working on the following four initiatives, with several enhanced products now available from Turner:<\/p>\n \u2022 More relevant advertising across Turner\u2019s TV brands, with AT&T first-party set-top-box data<\/p>\n \u2022 Using Xandr\u2019s data capabilities to fuel more relevant advertising on Turner\u2019s digital properties<\/p>\n \u2022 Expanding the reach of branded storytelling to addressable TV<\/p>\n \u2022 Proving the impact of advertising through attribution<\/p>\n