New Global Omnichannel Buying Platform with Exclusive Access to
Audience Insights and Premium Content
NEW YORK–(BUSINESS WIRE)–Xandr, AT&T’s advanced advertising & analytics company, today announced
the launch of Xandr
Invest™, a strategic buying platform built for the future of
advertising. The new platform offers simplified access to and tailored
buying of premium, brand-safe content, as digital and TV silos give way
to converged buying. Xandr Invest will evolve buying practices to drive
better business results for advertisers, while reaching interested
consumers however they view content.
“Due to the major investments we have recently committed to our buy-side
platform, Xandr now supports buying in the ways that make sense for
advertisers. Xandr Invest offers them the combination of our exclusive
consumer insights and content, backed by incredibly powerful
technology,” said Michael Rubenstein, President, AppNexus, a Xandr
Company. “We’ve brought a platform to market that doesn’t just meet
advertisers where they are now, but sets them up to capitalize on the
future of advertising as digital and TV begin to converge.”
Invest in What’s New
Xandr Invest champions advertisers and agencies as they plan, execute,
and learn from their media campaigns. Through a machine-learning
optimization system and streamlined user interface, Xandr Invest
provides enhanced efficiencies to established marketing objectives,
while enabling buyers to shift focus to increasingly sophisticated
tactics to achieve unique outcomes.
“As long-time partners, we’re excited that the full power of AT&T is
behind Xandr Invest. These enhancements allow us to deploy more
sophisticated marketing strategies and surface deeper consumer
insights,” said Matt Greitzer, Co-CEO, Amnet US, a division of Dentsu
“The Home Depot has partnered with both AT&T AdWorks and AppNexus to add
better measurement, targeting accuracy, and accountability to our TV and
digital media buying,” said Drew Keenan, Senior Director, Media Planning
and Buying, The Home Depot. “We’re very excited about the new
opportunities created by Xandr.”
The new Xandr Invest programmatic guaranteed offering also enables
buyers to seamlessly reserve access to premium supply through the
consolidated buying platform, with no manual tags to traffic or
additional invoices to manage.
Invest in Insights and Analytics
With access to Xandr Audience Segments initially developed from AT&T’s
170 million direct-to-consumer relationships, Xandr Invest uses an
identity solution built from deterministic data to enable buyers to
better understand and strategically connect with valuable audiences
across devices, in premium, brand-safe environments.
“Client sophistication in programmatic is reaching a new level of
maturity which means more demand for customization and an integrated
approach to supply. We look forward to the cross-platform audience
access, applying AT&T’s deterministic data, and the machine learning
capabilities promised by the Xandr Invest platform,” said Evan Hanlon,
Chief Strategy Officer, GroupM U.S.
Invest in Community
Xandr Invest is the exclusive buy-side platform for Community, Xandr’s
newly-launched, curated, premium video marketplace. At launch, Community
provides access to premium content from CNN, TNT, TBS, truTV, B/R Live,
Warner Bros., Crunchyroll, Rooster Teeth, Vice, Hearst Magazine, Newsy,
Philo, Tubi, and XUMO.
Invest in the Future of Media Buying
Evolved and enhanced from more than a decade of powerful and performant
buying technology from AppNexus, Xandr Invest is a strategic buying
platform that provides the tools and support needed today for a
streamlined buying process.
“Xandr’s powerful customization capabilities and focus on platform
transparency enable Havas to create proprietary bespoke solutions for
our clients. With the launch of this strategic buying platform, we’re
excited to translate Xandr’s investments in user experience into
increased efficiency for our traders and meaningful outcomes for client
campaigns,” said Andrew Goode, EVP of Programmatic, Havas Media Group
The omnichannel inventory will include traditional TV, OTT, mobile,
digital video, audio, native, and display. In 2019, advertising spend
for video, including OTT, through Xandr’s legacy buy-side platform is
experiencing double-digit growth year-over-year.
As the industry evolves to meet the needs of consumers, Xandr Invest
will begin to incorporate tools and services to help converge TV and
digital media strategies. Over time, traditional TV buying capabilities
will become available within Xandr Invest.
“By simplifying access to premium, brand-safe content across all
screens, Xandr Invest is advancing programmatic buying to a new level of
relevance and effectiveness – and that translates to better business
results for our clients,” said Catherine Sullivan, Chief Investment
Officer, Omnicom Media Group North America.
Xandr is creating a better solution for advertisers and publishers,
through consumer insights and powerful technology, built on more than a
decade of AppNexus’ buy- and sell-side innovation. As a leader in
advanced TV advertising, our curated marketplace of premium video
inventory, Community, offers valuable audiences at-scale, in a
brand-safe environment. Xandr Invest, our unified buying platform,
provides access to and connection with interested consumers across
screens. Xandr is rooted in a tradition of responsible data usage. For
more than 143 years, AT&T has used data and technology to inform and
improve the consumer experience.