Xandr Enhances Addressable TV Offerings to Complement Upfront Strategies
14.5.2019 15:00:00 EEST | Business Wire | Press release
Xandr, AT&T’s advanced advertising and analytics company, has enhanced its addressable TV solutions to include new reach and frequency capabilities, expanded cross-screen addressability, and enabled broader access to video on-demand inventory. The enhancements to Xandr’s addressable TV capabilities provide the perfect complement to media buyers who need better control over their TV buys during this Upfront season.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190514005296/en/
Xandr Enhances Addressable TV Offerings to Complement Upfront Strategies (Photo: Business Wire)
“Xandr is the leader in advanced TV advertising* - not only as a trusted partner to brands, but also as a provider for our powerful and precise addressable TV offering that is creating a relevant advertising experience for consumers,” said Rick Welday, president of Xandr Media. “Since we launched addressable TV seven years ago, we’ve run thousands of campaigns, and continue to see demand for addressable skyrocket as advertisers demand better results and greater control over their TV buys during this Upfront season.”
Engineering A Better Consumer Experience
Addressable TV advertising is no longer for niche brands communicating their message to a specific audience. Xandr is using its advanced TV technology to help marketers better execute demo-based buys by controlling frequency and achieving incremental reach. This capability also helps advertisers reach audiences like the “light TV viewer” who watches traditional TV infrequently.
This new addressable TV offering limits the amount of times a particular household sees a specific brand message and also helps determine which households are light TV viewers who have not seen a specific advertisement at all, creating the appropriate balance of advertising frequency. This solution creates a better consumer experience within the home and provides advanced analytics to the marketer about how people are consuming content and advertising.
Enriching Cross-Screen Buying Power
Xandr’s Cross-Screen Addressable solution now leverages the power of Community, Xandr’s new premium audience marketplace. Brands now have more access to digital, CONNECTED TV, and OTT inventory, using Xandr’s consumer insights and analytics to connect addressable TV households and digital touchpoints in a privacy-compliant manner.
As a result, buyers can reach the same audience across the DIRECTV Addressable footprint and the devices associated with those households. At the same time, advertisers can improve the efficacy of their cross-screen advertising campaigns while managing the frequency of a particular brand message shown to those consumers.
Expanding VOD Access
People are consuming content differently, as more viewers binge watch their favorite TV series or access content in playback mode. Xandr enables advertisers to reach viewers whether they’re watching TV live or on-the-go. Xandr is now expanding its pool of addressable inventory to include set-top box VOD within a single, unified campaign, increasing the amount of available impressions to an advertiser.
Xandr is also making improvements to its addressable technology and capacity to support more campaigns and addressable audience segments. As addressable TV scales, Xandr is making a commitment to continue enhancing the technology that supports addressable advertising delivery and ultimately, the end experience for consumers.
Leading Within Addressable TV Technology
Xandr continually ranks as a leader in The Myers Report Annual Survey and recently placed number one again among the top 10 providers of automated technology for advanced and addressable TV solutions for 2019. Xandr also outperformed the industry in terms of “intention to increase spend with a platform or publisher among industry decision-makers”.
Through this annual report, member companies gain exclusive insights into marketer perceptions of investments being made by more than 80 leading media companies on programming, content, advanced TV, automation software, advanced data and analytics, marketing support, and talent resources.
About Xandr
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 with the one of the best technology platforms, AppNexus, 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 143 years, AT&T has used data and technology to inform and improve the customer experience.
*Source: The Myers Report Survey on Media Company B2B Relationships, Services and Value, Q1 2019.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190514005296/en/
Contact information
Media
Rob Wheeler, robert.wheeler@xandr.com,
212-837-8121
Kelly Liyakasa, kelly.liyakasa@xandr.com,
347-224-1096
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Unique Australian Clay: Multi Minerals Australia’s Non-antibiotic Solution for Poultry Production16.9.2026 14:44:00 EEST | Press release
Multi Minerals Australia, a leading mining company, announced a one-of-a-kind formulation of Australian clays which has proven it can reshape the global poultry feed economic landscape. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260916711777/en/ Unique, non-antibiotic clay stockfeed component and production enhancer from Multi Minerals Australia. Sourced from its one-of-a-kind geological deposit. Proven results. Worldwide distribution. Potential applications and lower cost benefits to a range of commercial animal production, particularly poultry. Expressions of interest sought. Numerous scientific, clinical, and commercial producer validations have demonstrated the product’s significant benefits; including the reduction of feed costs; improvements in: growth; meat yield; feed conversion; resistance to heat stress; eggshell quality and production: reduced inflammation and mortality in layer and broiler production. It has
Compass Pathways to Participate in TD Cowen 6th Annual Novel Mechanisms in Neuropsychiatry Summit on September 23, 202616.9.2026 13:30:00 EEST | Press release
Compass Pathways plc (Nasdaq: CMPS), a biotechnology company dedicated to unlocking urgently needed new treatment options in mental health care, announced today that management will attend the TD Cowen 6th Annual Novel Mechanisms in Neuropsychiatry Summit on September 23, 2026 and will participate in a fireside chat at 1:00pm ET. A live audio webcast of the fireside chat will be accessible at the following link: https://event.summitcast.com/view/fAK4ioHxQNLX5A2utMmqiy/2vkuNBQpn65oayAPDgU4rZ A replay of the webcast will be accessible for 30 days following each event at the “Events” page of the Investors section of the Compass website. About Compass Pathways We believe mental health patients deserve the possibility of a better future. Compass Pathways plc (Nasdaq: CMPS) is a biotechnology company dedicated to unlocking urgently needed new treatment options in mental health care. Our initial focus is developing COMP360 psilocybin, a proprietary, investigational, synthetic psilocybin treat
Bolstering its Executive Team, Taktile Welcomes Engineering Powerhouse James Broadhead as CTO16.9.2026 12:00:00 EEST | Press release
Taktile, the leader in AI transformation for financial institutions, today announced it has hired engineering veteran James Broadhead as its chief technology officer. Broadhead, who is based in Dublin, Ireland, most recently worked at Databricks and brings nearly 15 years of experience in software engineering and development, including at X (Twitter), Neon and MongoDB. At Neon, Broadhead led engineering through exponential growth of the platform driven by Agentic software development, more than tripling company revenue before its acquisition by Databricks. “Taktile is growing rapidly across global markets, and James’ leadership will be instrumental as we expand our R&D function and global footprint,” said Taktile CEO and co-founder Maik Taro Wehmeyer. “James’ extensive background and expertise in engineering will take Taktile to the next level in powering mission-critical financial decisions at scale with AI.” Alongside this appointment, Taktile co-founder and current chief product and
Vantor, UK Ministry of Defence and Industry Partners Establish Defence Intelligence Innovation Cluster – Project FAIRFAX16.9.2026 11:00:00 EEST | Press release
Vantor, the leader in unified spatial intelligence, announced today it has joined the UK Ministry of Defence and industry partners to launch the UK Defence Intelligence Innovation Cluster, a new collaboration designed to accelerate the development and deployment of next-generation defence and intelligence capabilities and strengthen the UK’s sovereign defence industrial base. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260916244808/en/ Vantor's Mike Buckley with RAF Wyton officials, council and industry partners at the FAIRFAX Collaboration Hub opening. The cluster is being established through Project FAIRFAX, a joint initiative between the UK Ministry of Defence, Huntingdonshire District Council, Vantor, CGI UK and MAIAR. Together, the founding partners are creating a permanent hub at RAF Wyton where the UK government, industry and academia can work together on operational challenges, evaluate emerging technologies and a
More than Half of Consumers are Comfortable with AI Agents Applying for Credit, Experian Research Finds16.9.2026 11:00:00 EEST | Press release
Consumers are ready to take the next step in their relationship with artificial intelligence (AI), according to AI in Risk: The Rise of Agentic Commerce, new research from data and technology company, Experian, conducted by Forrester Consulting. The study of 6,247 credit-active consumers across 13 EMEA and Asia Pacific markets, found that more than half (54%) of respondents are comfortable with AI agents applying for credit on their behalf. The findings point to the next stage in the evolution of financial services, where consumers are becoming comfortable allowing AI to move beyond providing information to supporting parts of the lending journey, including comparing lenders, checking eligibility, completing applications and securely submitting authorised documents. "Consumers are already changing the way they engage with financial services," said Mariana Pinheiro, Chief Executive Officer, Experian EMEA & Asia Pacific. "They are not just experimenting with AI anymore; they are beginnin
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom