CANNES\u2014A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. \u201cIt\u2019s been quite a whirlwind year since Cannes 2018,\u201d says Xandr Chief Marketing Officer Kirk McDonald.<\/p>\n

What followed was Xandr\u2019s first-ever The Relevance Conference in Santa Barbara, which brought together \u201cthe shareholders of attention,\u201d AT&T sharing data with WarnerMedia within six months of its acquisition and the recent launches of Xandr\u2019s Community audience marketplace and the Xandr Invest demand-side platform.<\/p>\n

Now Xandr is once again \u201con the road to Relevance,\u201d which will be repeated in Santa Barbara on Sept. 16, McDonald says in this interview with Beet.TV.<\/p>\n

He describes the purpose behind the Community marketplace as \u201ca premium audience marketplace that would not just be our owned and operated inventory but would be this community of like-minded publishers and content producers.\u201d WarnerMedia (including Otter Media), Vice, Hearst Magazine, Newsy, Philo, Tubi, and XUMO are inaugural Community partners, according to a Xandr news release<\/a>.<\/p>\n

Xandr Invest is a re-launch of a demand side platform \u201creally as an audience-buying platform,” says McDonald. It takes into account \u201cthe things that really needed to be improved as the industry\u2019s evolved dramatically on the programmatic side around now buying against return on investment, not just a system to manipulate the quick fluctuations of rapid trading.\u201d<\/p>\n

Audience buying, while advanced in digital platforms, \u201creally is still nascent in TV. As the leaders in addressable TV we think we understand what are the challenges all the way at the edge and we\u2019re solving those to a large degree for a lot of partners,\u201d he adds.<\/p>\n

Last year\u2019s The Relevance Conference \u201cfar exceeded our expectations,\u201d McDonald says. It also marked the debut of the Xandr Relevancy Report<\/em>, whose research \u201crevealed a lot of things that we kind of knew intuitively, but it was great to put hard facts behind the sense that consumers care about advertising, understand its role. They know that it\u2019s part of the content consumption process and part of the package.\u201d<\/p>\n

Xander has the launched a second wave of Xandr Relevancy Report<\/em> research and will share the findings in September in Santa Barbara.<\/p>\n

You are watching Beet.TV coverage of Cannes Lions 2019.\u00a0\u00a0 For all of our Cannes coverage, please visit this page<\/a>.\u00a0 Thank you to our sponsors of our festival coverage which are Amobee, Innovid, Nielsen, RTL AdConnect and Teads.\u00a0 Special thanks to Hearts & Science for hosting Beet.TV for the Festival.\u00a0\u00a0 \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. \u201cIt\u2019s been quite a whirlwind year since Cannes 2018,\u201d says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr\u2019s […]<\/p>\n","protected":false},"author":17,"featured_media":60893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018],"tags":[4008,7512,7515,8016,8017],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60891"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60891"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60891\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60893"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}