Page 28 - AeM_June_2019

TECHNOLOGIES & PRODUCTS

Xandr Invest for streamlined buying processes

Xandr, AT&T’s advanced advertising & analytics Xandr Invest uses an identity solution built from
company, just announced the launch of Xandr Invest, deterministic data to enable buyers to better
a strategic buying platform built for the future of understand and strategically connect with valuable
advertising. The new platform offers simplified access audiences across devices, in premium, brand-safe
to and tailored buying of premium, brand-safe content, environments.
as digital and TV silos give way to converged buying.
Invest in Community: Xandr Invest is the exclusive
Xandr Invest will evolve buying practices to drive better buy-side platform for Community, Xandr’s newly-
business results for advertisers, while reaching launched, curated, premium video marketplace. At
interested consumers however they view content. launch, Community provides access to premium
content from CNN, TNT, TBS, truTV, B/R Live, Warner
“Due to the major investments we have recently Bros., Crunchyroll, Rooster Teeth, Vice, Hearst
committed to our buy-side platform, Xandr now Magazine, Newsy, Philo, Tubi, and XUMO.
supports buying in the ways that make sense for
advertisers. Xandr Invest offers them the combination Invest into the future of media buying: evolved and
of our exclusive consumer insights and content, enhanced from more than a decade of powerful and
backed by incredibly powerful technology,” said performant buying technology from AppNexus, Xandr
Michael Rubenstein, President, AppNexus, a Xandr Invest is a strategic buying platform that provides the
Company. “We’ve brought a platform to market that tools and support needed today for a streamlined
doesn’t just meet advertisers where they are now, but buying process. The omnichannel inventory will include
sets them up to capitalize on the future of advertising traditional TV, OTT, mobile, digital video, audio, native,
as digital and TV begin to converge.” and display. In 2019, advertising spend for video,
including OTT, through Xandr’s legacy buy-side
Invest in what’s new: Xandr Invest champions platform is experiencing double-digit growth year-over-
advertisers and agencies as they plan, execute, and year.
learn from their media campaigns. Through a machine-
learning optimization system and streamlined user “By simplifying access to premium, brand-safe content
interface, Xandr Invest provides enhanced efficiencies across all screens, Xandr Invest is advancing
to established marketing objectives, while enabling programmatic buying to a new level of relevance and
buyers to shift focus to increasingly sophisticated effectiveness - and that translates to better business
tactics to achieve unique outcomes. The new Xandr results for our clients,” said Catherine Sullivan, Chief
Invest programmatic guaranteed offering also enables Investment Officer, Omnicom Media Group North
buyers to seamlessly reserve access to premium America.
supply through the consolidated buying platform, with
no manual tags to traffic or additional invoices to As the industry evolves to meet the needs of
manage. consumers, Xandr Invest will begin to incorporate tools
and services to help converge TV and digital media
Invest in Insights and Analytics: with access to strategies. Over time, traditional TV buying capabilities
Xandr Audience Segments initially developed from will become available within Xandr Invest. ◊
AT&T’s 170 million direct-to-consumer relationships,
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