Xandr Enhances Addressable TV Offerings to Complement Upfront Strategies
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
GoWit One: The Unified AI Operating System Set to Revolutionize Commerce & Retail Media4.12.2025 08:09:00 EET | Press release
GoWit, a global AdTech leader in omnichannel Commerce and Retail Media, announced the launch of GoWit One, the unified AI operating system that brings automation, unification, and real-time intelligence into a single ad platform for agencies operating across multiple retailers, channels, and markets. By bringing these three elements into one dashboard, GoWit One addresses the industry's most critical bottleneck: operational inefficiency. The platform enables agencies to manage campaigns across multiple retailers, channels, and markets, reducing manual AdOps workflows by 98%, turning a process that used to take hours into as little as 10 minutes. Solving the “Fragmentation Crisis” Despite the explosive growth of Retail Media, the industry faces a significant hurdle. According to the IAB, 70% of the market still lacks end-to-end AI adoption. Media buyers are currently forced to juggle disconnected networks, compliance rules, and dashboards, leading to manual errors and an inability to sc
Galderma Secures ‘BBB’ Credit Rating With Positive Outlook from S&P Global Ratings4.12.2025 08:00:00 EET | Press release
Galderma Group AG (SIX:GALD), the pure-play dermatology category leader, today announced that S&P Global Ratings (S&P) has assigned the company a ‘BBB’ long-term issuer credit rating with a positive outlook. The rating reflects Galderma’s strong track record of growth and its leading positions across Injectable Aesthetics, Dermatological Skincare and Therapeutic Dermatology. S&P notes the company’s well-established brand portfolio, global footprint, including an expanding presence in emerging markets, and continued investment in science-based innovation. S&P highlights momentum from recent launches, including Nemluvio® (nemolizumab), alongside improving profitability and expanding free operating cash flow. The agency also notes Galderma’s disciplined financial policy, supporting expectations of continued deleveraging over the coming years. The positive outlook indicates that an upgrade could be considered over the next 12–24 months subject to Galderma continuing to deliver profitable g
NTT DATA Announces Six New AI-Powered Cyber Defense Centers to Strengthen Cyber Resilience and Counter an Evolving Threat Landscape4.12.2025 05:30:00 EET | Press release
NTT DATA, a global leader in AI, digital business and technology services, today announced the launch of four next-generation autonomous Cyber Defense Centers powered by AI technologies in Bengaluru, Hyderabad, Noida and Mumbai, with two additional centers set to open in Birmingham (UK) in Dec 2025 and Dallas (USA) by Jan 2026. These purpose-built Cyber Defense Centers reinforce NTT DATA’s strategic focus on modernizing cybersecurity for the AI era. They represent a shift from traditional centralized security operations to a distributed, AI-driven, hyper-automated model that learns from past incidents and human expertise to automate, triage and prioritize alerts, accelerate investigations and incident response, contain threats faster and support regional data privacy and cybersecurity regulations. According to Omdia, autonomous Security Operations Centers (SOCs) will become the industry standard within two years, positioning NTT DATA as a leading example of how the industry is evolving
YES Announces Leadership Transition as Rezwan Lateef Appointed Chief Executive Officer3.12.2025 21:24:00 EET | Press release
YES (Yield Engineering Systems), a leading provider of high-performance process solutions for the semiconductor Advanced Packaging market, today announced that Rezwan Lateef has been appointed Chief Executive Officer. Mr. Lateef previously served as President of YES and has been a key driver of the company’s significant growth, global expansion, and product innovation over the past several years. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251202200541/en/ Rezwan Lateef, CEO of YES. The transition marks a natural progression for the company as it surpasses a key revenue milestone and enters its next phase of scaling with top tier semiconductor and AI computing customers. Rama Alapati, who has served as CEO since 2021, will step into a consulting role to support Mr. Lateef during the transition period and ensure strong organizational continuity. “Rama has played an instrumental role in elevating YES from a promising techno
Doha Debates Examines How Entertainment Shapes Us Today3.12.2025 19:13:00 EET | Press release
Qatar Foundation’s Doha Debates continues its flagship debate series with a new episode that examines how modern entertainment shapes our attention, creativity, and everyday well-being. Moderated by Dareen Abughaida, the debate brings together three influential thinkers to ask whether today’s entertainment landscape is enriching us—or overwhelming us. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251203737439/en/ Doha Debates examines how entertainment shapes us today in a new episode, leading thinkers and students debate whether today’s entertainment elevates us or pulls us into distraction. (Photo: AETOSWire) This week’s debate features Marya Bangee, Senior Advisor at the Pop Culture Collaborative; Dr. Anna Lembke, Professor of Psychiatry at Stanford University and author of Dopamine Nation; and Nicholas Carr, Pulitzer Prize finalist and author of The Shallows. For Bangee, the power of entertainment lies in storytelling t
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