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
Takeda Highlights Late-Stage Oncology Pipeline Progress and Solid Tumor Portfolio Research, Led by Late-Breaking Phase 3 Arcotatug Tavatecan (TAK-921) Data, at ESMO 202622.9.2026 16:30:00 EEST | Press release
Takeda(TSE:4502/NYSE:TAK)announced that new data from its oncology pipeline and portfolio will be presented at the European Society for Medical Oncology (ESMO) Congress, taking place October 23-27, 2026, in Madrid, Spain. Key data will include a late-breaking abstract on arcotatug tavatecan (TAK-921; Innovent R&D code: IBI343*) and two presentations on TAK-928 (Innovent R&D code: IBI363*). Clinical and real-world analyses of ALUNBRIG® (brigatinib) and FRUZAQLA® (fruquintinib) will also be shared at the congress. “Takeda’s data at ESMO reflect our commitment to delivering rapid progress for patients living with some of the most prevalent and challenging cancers, including advanced gastric cancer and immunotherapy-resistant and previously untreated non-small cell lung cancer,” said Phuong Khanh (P.K.) Morrow, M.D., Head of the Oncology Therapeutic Area Unit at Takeda. “Our mission is to advance new therapeutic approaches for patients who need more options or who remain underserved by cur
Quaise Energy Selected for Up to $25 Million in U.S. Department of Energy Support to Advance World's First Commercial Superhot Geothermal Power Plant22.9.2026 16:30:00 EEST | Press release
Quaise Energy, a leading developer of utility-scale superhot geothermal energy, today announced that it has been selected by the U.S. Department of Energy (DOE) for up to $25 million in funding under the Next-Generation Geothermal Field Tests and Geothermal Resource Characterization and Confirmation funding opportunity. The support brings the U.S. closer to commercializing superhot Enhanced Geothermal Systems — technology that could unlock firm, clean power from hot rock beneath virtually any geography in the country. The funding will advance Project Obsidian, the world's first commercial superhot geothermal power plant, in Central Oregon. It will support analysis of the drilling, stimulation, and flow results of the first two wells to optimize a third well at the Obsidian site. The three-well configuration is targeting average reservoir temperatures of over 300°C and is designed to demonstrate more than 25 megawatts of gross electric power capacity. The DOE funding will also enable Qu
From CSR to Public Health Impact: How Colgate Bright Smiles, Bright Futures® is Driving Behavior Change for the Next Billion Children and Their Families22.9.2026 16:00:00 EEST | Press release
Colgate-Palmolive, the worldwide leader in oral care, announced a strategic evolution in its flagship oral health education program, Colgate Bright Smiles, Bright Futures® (BSBF), reflecting the Company’s commitment to global public health. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260922129016/en/ Launched in 1991, the program has reached over two billion children and their families across more than 100 countries, demonstrating how private-sector commitment designed to support communities, can become a powerful force for public health, driving healthier behaviors and positive outcomes at scale. From health education curriculum and school programming to mobile dental vans and free oral health screenings, BSBF helps children and their families access care, adopt healthier habits, and improve long-term oral health outcomes. “At Colgate-Palmolive, we believe oral health and healthier, brighter futures are inextricably link
Incyte Data at the European Academy of Dermatology and Venereology (EADV) Congress Underscore the Breadth of Incyte’s Inflammation and Autoimmunity Portfolio22.9.2026 15:30:00 EEST | Press release
Incyte (Nasdaq:INCY) today announced that data from across its Inflammation and Autoimmunity (IAI) portfolio will be presented at the European Academy of Dermatology and Venereology (EADV) 2026, held September 30 - October 3, 2026, in Vienna, Austria. "The breadth of research being presented at EADV 2026 highlights the strength of our Inflammation and Autoimmunity portfolio," said Pablo J. Cagnoni, M.D., President, Incyte and Global Head of Research and Development. "Data presentations in hidradenitis suppurativa, atopic dermatitis and prurigo nodularis demonstrate our commitment to advancing innovation across immune-mediated skin diseases and deepening our understanding of the patient experience." Details on key Incyte data presentations at EADV include: Oral Presentations Atopic Dermatitis Atopic Dermatitis and Life Course Disruption: Evidence From a Multidimensional International Survey (TOPiQAL) (Session: Free Communication 1: Atopic dermatitis/Eczema. Thursday, October 1, 2:50-3:0
Citi Wealth’s 2026 Global Family Office Report Reveals Clients Are Shifting Their Focus Towards Public Equities While Becoming More Deliberate and Resilient Amid Uncertainty22.9.2026 15:30:00 EEST | Press release
Citi Wealth today released its 2026 Global Family Office Report, offering an inside perspective into the thinking and behaviors of the world’s most sophisticated investors. The report was compiled by Citi Wealth’s Global Family Office Group, which works with more than 1,900 family offices worldwide. Conducted in June and July 2026, the survey sheds light on how over 350 family offices in more than 40 countries are navigating new complexities in an era defined by uncertainty. Today’s leading family offices are building long-term strategies underpinned by three key themes: capital, capability and continuity. They are investing with confidence -- becoming more institutional in how they invest, more sophisticated in how they manage risk, and more intentional in how they prepare for the future. Families also are prioritizing leadership succession and generational transition with new urgency. Key takeaways include: Strong Performance in the Face of Rising Uncertainty: Despite shifting macroe
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