It is only two months old – but now the new digital marketplace for ad trading that has just been built by AT&T is announcing three new non-AT&T supply partners.<\/p>\n

“Community”, the platform created by AT&T’s Xandr ad-tech unit, will support buying ads in content owned by A+E Networks, AMC Networks and Cheddar, Xandr announced.<\/p>\n

Community debuted in May<\/a>, a new marketplace allowing advertisers to place video ads in AT&T-wide brands and across different screen types. That includes WarnerMedia\u2019s CNN, TNT, TBS, truTV, B\/R Live, Otter Media and Warner Bros.<\/p>\n

But the signs are that Xandr wants to expand the inventory available to ad buyers beyond the AT&T portfolio. It already claimed integration of inventory from VICE, Hearst Magazines, Newsy, Philo, Tubi and Xumo. The addition of A+E Networks, AMC Networks and Cheddar represents another step taken.<\/p>\n

In a video interview with Beet.TV in June<\/a>, Rick Welday, Xandr Media president, explained the strategy.<\/p>\n

“Both buyers and publishers, sellers of advertising, are not happy with all of their options today,\u201d he said. \u201cThere are a lot of challenges that they\u2019re facing from brand safety to measurement to transparency.<\/p>\n

\u201cSo we have been very pleased to pull together a marketplace that is a premium marketplace, that addresses those concerns, where an advertiser can feel more confident about what they\u2019re getting for what they\u2019re paying.”<\/p>\n

Xandr says Community taps in to first-party insights from AT&T’s footprint, including 170 million consumer relationships, to help advertisers target audiences based on intent, interest and lifestyle attributes.<\/p>\n

Applying those powers to third-party inventory means AT&T is starting to show how the platform part of its equation can fuel marketing services even outside of its own content operations.<\/p>\n

Those ads can be bought across connected TV, because Xandr’s cross-screen addressable technology is integrated with its Community.<\/p>\n","protected":false},"excerpt":{"rendered":"

It is only two months old – but now the new digital marketplace for ad trading that has just been built by AT&T is announcing three new non-AT&T supply partners. “Community”, the platform created by AT&T’s Xandr ad-tech unit, will support buying ads in content owned by A+E Networks, AMC Networks and Cheddar, Xandr announced. […]<\/p>\n","protected":false},"author":15,"featured_media":60771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[5471,7512],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61558"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61558"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61558\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60771"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}