AT&T Advertising & Analytics is Now Xandr, A New Kind of Advertising
Company Harnessing Data, Technology, Premium Content and Distribution
Inks Two Agreements with Addressable TV providers, Altice USA and
Xandr Unveils Consumer and Market-Based Research
NEW YORK–(BUSINESS WIRE)–AT&T* announced today the launch of XandrSM, its new
advertising company led by CEO Brian Lesser. The announcement was made
at the Relevance
Conference, Xandr’s inaugural conference in Santa Barbara,
Xandr encompasses all aspects of the existing AT&T advertising &
analytics businesses, including AT&T’s advanced TV business, AT&T
AdWorks; AT&T’s data and analytics business; ATT.net and AppNexus, which
will continue to support its US and global customers under the Xandr
“Xandr is a name that draws inspiration from AT&T’s rich history,
including its founder Alexander Graham Bell, while imagining how to
innovate and solve new challenges for the future of advertising,” said
Lesser. “Our purpose is to Make Advertising Matter and to connect people
with the brands and content they care about. Throughout AT&T’s 142-year
history, it has innovated with data and technology, making its
customers’ lives better. Xandr will bring that spirit of innovation to
the advertising industry.”
This new kind of advertising company has four key advantages, which
include data, premium content, advanced advertising technology and
AT&T’s distribution to more than 170 million direct-to-consumer
relationships across wireless, video and broadband.1
Advancing Advanced TV
To further strengthen its leadership in advanced TV advertising, Xandr
has entered into agreements with Altice USA and Frontier Communications
to aggregate and sell their national addressable TV advertising
inventory. This initial step starts to create the foundation of a
national TV marketplace for advertisers and premium content
publishers. Xandr will also collaborate with a4, Altice USA’s advanced
advertising business, to help expand a4’s nationwide addressable digital
By aggregating this video inventory from multiple multichannel video
programming distributors (MVPDs), AT&T’s addressable TV offering starts
to provide advertisers with a one-stop shop. This allows marketers to
reach the audiences they want to connect with most, while improving
yield by helping inventory owners compete more effectively.
By combining data with advertising technology, addressable TV allows
advertisers to more effectively reach their audiences without the wasted
spend associated with traditional, non-targeted TV.
Xandr’s unique differentiator is its commitment to personalization,
while considering the human element of advertising and people – not just
To underscore its commitment, Xandr teamed up with Insight Strategy
Group and Advertiser Perceptions to conduct surveys and on-the-ground
ethnographies in order to understand the dynamics between consumer
sentiment and the advertising experience.
These findings formed the basis of the inaugural Xandr
Relevancy Report, original research on the state of consumer
attention, which found 66 percent of consumers wish
advertisements were more relevant to their interests and lifestyle,
while 57 percent said ads are not relevant to them.
However, consumers recognized the importance of advertising: 64
percent of those surveyed believe advertising enables independent
voices to be heard on the Internet, while 70 percent like when
ads go beyond just selling a product.
Additional findings can be found in the Xandr Relevancy
Report, including examples of how relevant advertising and
data-driven insights can result in better consumer experiences.
For more information, please visit: www.xandr.com.
Xandr is creating a better solution for advertisers and publishers to
find and reach specific audiences at scale in trusted, premium content
environments. As a current leader in advanced TV advertising, we help
advertisers deliver the right message, at the right time, on almost any
device. We are rooted in a tradition of responsible data usage. For more
than 140 years, AT&T has used data and technology to inform and improve
the customer experience.
AT&T Inc. (NYSE:T) is a diversified, global leader in
telecommunications, media and entertainment, and technology. It executes
in the market under four operating units. WarnerMedia’s HBO, Turner and
Warner Bros. divisions are world leaders in creating premium content,
operate the world’s largest TV and film studio, and own a world-class
library of entertainment. AT&T Communications provides more than 100
million U.S. consumers with entertainment and communications experiences
across TV, mobile and broadband services. Plus, it serves more than 3
million business customers with high-speed, highly secure connectivity
and smart solutions. AT&T Latin America provides pay-TV services across
11 countries and territories in Latin America and the Caribbean, and is
the fastest growing wireless provider in Mexico, serving consumers and
businesses. Xandr provides marketers with innovative and relevant
advertising solutions for consumers around premium video content.
AT&T products and services are provided or offered by subsidiaries and
affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
Additional information is available at about.att.com.
© 2018 AT&T Intellectual Property. All rights reserved. AT&T, the Globe
logo and other marks are trademarks and service marks of AT&T
Intellectual Property and/or AT&T affiliated companies. All other marks
contained herein are the property of their respective owners.
1 Represents cumulative video-capable D2C relationships
across the following services: Postpaid, prepaid and reseller wireless;
US and LatAm pay-TV, including DIRECTV NOW; Mexico wireless; and US
Robert Wheeler, 212-837-8121