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
BeOne Medicines and Revolution Medicines Announce Clinical Development and Regional Commercialization Collaboration10.8.2026 13:00:00 EEST | Press release
BeOne Medicines Ltd. (Nasdaq: ONC; HKEX: 06160; SSE: 688235), a global oncology company, and Revolution Medicines, Inc. (Nasdaq: RVMD), a late-stage clinical oncology company developing targeted therapies for patients with RAS-addicted cancers, today announced a multi-part collaboration including: a clinical collaboration to evaluate drug combinations incorporating select clinical-stage oncology assets from BeOne with any of Revolution Medicines’ four clinical RAS(ON) inhibitors, and a separate regional rights agreement granting BeOne exclusive development and commercialization rights to these Revolution Medicines assets in select Asian markets. Clinical collaboration will explore potential targeted combination approaches for patients with RAS-addicted cancers Potential drug combinations for development as part of the clinical collaboration will include certain BeOne assets and Revolution Medicines’ four clinical RAS(ON) inhibitors: daraxonrasib, a RAS(ON) multi-selective inhibitor; zo
OpenGate Capital to Acquire Maersk Training, the Global Safety Training and Gas-Safety Services Business of Maersk10.8.2026 09:00:00 EEST | Press release
OpenGate Capital (“OpenGate”), a global private equity firm, announced today that it has signed a definitive agreement to acquire Maersk Training and its subsidiary Maersk H2S Safety Services. The company, a provider of global safety training and gas safety services, is being carved out from A.P. Møller - Mærsk A/S (MAERSK A:CPH), a listed integrated logistics company. Headquartered in Svendborg, Denmark, Maersk Training is a leading global provider of essential safety services that operates through two complementary business segments. The first segment, Maersk H2S Safety Services, is a specialist provider of outsourced hydrogen sulphide and Health, Safety and Environment safety services, which include onsite supervision, monitoring and safety equipment maintenance for customers in high-risk operating environments. The second segment, Training Business, is a global provider of safety training, competency development and simulation, delivered through instructor led, digital and virtual
Ant International’s Bettr Partners with Muslim Pro to Introduce Umrah Financing Service in Malaysia10.8.2026 06:49:00 EEST | Press release
Bettr, a leading provider of inclusive and embedded finance and fintech solutions under Ant International, today announced its partnership with Muslim Pro, a popular Islamic lifestyle app serving over 190 million downloads worldwide, to launch an Umrah financing solution in Malaysia. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260809780047/en/ Ant International's Bettr and Muslim Pro launch an Umrah financing solution in Malaysia to help families better manage their cash flow and spread pilgrimage costs responsibly. The solution is designed for eligible Muslims who have the means to undertake the pilgrimage but prefer to spread its cost over time. This flexibility enables individuals and families to manage their cash flow responsibly, maintain regular savings and preserve sufficient liquidity for emergencies and other financial obligations. The launch marks a significant milestone in Bettr’s Islamic finance initiative and
ICC Arbitral Tribunal Issues Quantum Award for AOP Health in BESREMi® Proceedings7.8.2026 20:48:00 EEST | Press release
An ICC Arbitral Tribunal has awarded AOP Orphan Pharmaceuticals GmbH (“AOP Health”) a total of about EUR 112 Mio in a quantum award issued in the ongoing arbitration proceedings with PharmaEssentia Corp. (“PharmaEssentia”) concerning BESREMi® (ropeginterferon alfa-2b). The award quantifies AOP Health’s damage claims for PharmaEssentia’s intentional breaches at ca. EUR 82 Mio. It also awards AOP Health ca. EUR 31 Mio plus interest as reimbursement for AOP Health overpayments made to PharmaEssentia as a result of excessive pricing in the years 2019-2022. The Tribunal thereby confirmed that PharmaEssentia has been overcharging AOP Health by up to 900% over these years. The Tribunal affirmed AOP Health's valid set-off of the profit-sharing payments amount owed to PharmaEssentia of approximately EUR 17 Mio against AOP Health's substantially exceeding damages claims. This means that AOP Health shall not make any payment to PharmaEssentia. Interest on AOP Health’s claims will continue to accr
Coulson Aviation Canada Acquires 10 Former RCAF Hercules, Doubling C-130H Fleet7.8.2026 20:16:00 EEST | Press release
Coulson Aviation Canada, the Canadian division of Coulson Aviation, has acquired 10 former Royal Canadian Air Force CC-130H Hercules aircraft from the Government of Canada. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260807019094/en/ Britton Coulson, left, and Wayne Coulson stand in front of one of 10 former Royal Canadian Air Force CC-130H Hercules aircraft recently acquired by Coulson Aviation from the Government of Canada. At right is a Coulson C-130H outfitted for aerial firefighting with the company’s proprietary RADS-XXL retardant delivery system, capable of carrying up to 4,000 U.S. gallons, or more than 15,000 litres, of water or fire retardant. The acquisition doubles Coulson’s global C-130H fleet to 20 aircraft, expanding its capacity to build the world’s largest C-130 airtanker fleet. The acquisition doubles Coulson’s global C-130H fleet from 10 aircraft to 20 and gives its Canadian division the scale to build
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