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Santa Barbara,
Calif. – With a year under former group leader Brian Lesser, AT & T relaunched its AT & T advertising and analytics company under a new name: Xandr.
At the same time, the company
The unit concluded its first commercial agreements with two cable operators, Altice USA and Frontier Communications, to consolidate and sell their national addressable television advertising inventory.
AT & T already sells addressable advertising for DirecTV, its own distributor of multichannel video programs, a satellite TV distributor.
The announcements were made at AT & T
Conference on relevance here.
AT & T's revamped advertising activities under Xandr, which currently generates $ 2 billion in business, will include AT & T's AT & T advanced television business.
AdWorks The data and analytics business of AT & T and ATT.net.
publicity
publicity
The AppNexus advertising technology company, which AT & T acquired last month for $ 1.6 billion, will continue to be a brand under Xandr
surgery. Xandr's name is taken from the long history of AT & T, a reference to the name of its founder, Alexander Graham Bell.
During the briefing with the journalists, Lesser, CEO, Xandr, says
The keys to growth will be in four areas: data, premium content, advanced advertising technology and distribution. AT & T has more than 170 million direct relationships with consumers across
wireless, video and broadband.
AT & T intends to offer more data sharing with advertisers than what they get from digital media platforms. Although advertisers can get a return on investment and specific keys
performance goals for their campaigns with large digital media platforms, "they do not leave more smarter than when they arrive," said Lesser.
AT & T can do it
while focusing on privacy concerns.
"There is a common ground where we can respect the privacy of our customers," says Lesser. "But we can deliver anonymously or anonymously
data to advertisers. They can learn something more about their consumers … We call this a community garden, not an enclosed garden. "
With regard to linear TV efforts, among others
Lesser said, "We do not necessarily see a day when a conventional linear TV stream will be fully programmed, but we want to apply technology for the purchase and sale of TVs
as effective as possible. "
This includes the promotion of its addressable advertising business, the broadcast of engaging but non-content-driven advertising, Lesser
said.
AT & T is working on new concepts for messaging TV advertisers, including overlays on video screens and advertising icons where consumers get more information – "a mixed reality
experience, "he says. This could also include TV commercials that interactively interact with voice control assistants / home speakers.
He notes: "You have to be able to control the content, the
distribution, technology and data, to do that sort of thing. In addition to buying the DirecTV satellite TV distributor in 2015, this year, AT & T has reached an $ 85.4 billion deal to
Time Warner.
While at AT & T, Lesser acknowledged that the company needed a well-established, large-scale advertising technology company to support digital media, particularly television.
– to the next level. That's where AppNexus came in.
"It was already on this path to improve TV advertising … starting with linear TV, addressable TV,
and what we call linear data-driven television. This is how you use data to index linear TV, as well as OTT and digital video. "
In terms of measurement, Lesser believes
there will always be third-party research companies looking to check the results of AT & T announcements.
"It's good.Unfortunately in the measurement space, it's not all that third party
make. In many cases, they validate the performance of advertising. "
But Lesser sees a moment when advertisers will validate their own performance by assigning their own data,
let the third parties confirm when and where the advertisement was broadcast.
Lesser says, "Our ambition is not to base performance on Nielsen's rating, but rather to deliver
sufficient data for advertisers in a manner that is respectful of the privacy and respectful of our consumers. [Advertisers] can validate performance according to their standards. "
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