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
KiddeFenwal Launches New Website and Information Hub8.7.2026 19:00:00 EEST | Press release
KiddeFenwal, the global leader in the fire suppression and safety controls industry, today unveiled a revitalized website, designed to serve as a comprehensive information hub for fire industry practitioners and customers alike. The modernized platform includes features created specifically with the company’s global partners, OEMs and distributors in mind, including: Accelerated asset navigation, pointing users to critical safety documentation, design parameters and product specifications; Seamless solution mapping, helping users quickly locate fire suppression configurations by industry, from data centers to BESS applications to commercial kitchens; and Enhanced resource access, including streamlined pathways to connect with the company’s elite distributor network across 120 countries. It also provides information about the company’s three brands, Kidde Fire Systems, Kidde Fire Protection and Fenwal Controls, replacing other sites serving customers in Europe and India. The launch of t
Red Sea Global Strengthens AMAALA's Wellness Offering With Opening of Six Senses AMAALA8.7.2026 18:22:00 EEST | Press release
Red Sea Global (RSG), the regenerative tourism developer, has announced the opening of beachfront resort Six Senses AMAALA, which will welcome its first guests mid-July. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260708505794/en/ An aerial view of Six Senses AMAALA and its surrounding shoreline at Triple Bay The launch represents an exciting next step in the AMAALA destination’s journey, as it continues to come to life and welcome guests to enjoy unrivaled wellness experiences set against a backdrop of soaring coastal cliffs, protected bays, pristine beaches, and mountainous desert. "Every partner we bring into our portfolio is selected because they share our long-term vision of luxury travel with regeneration for people and planet at its center. Six Senses has built a global reputation for wellness experiences rooted in nature, sustainability, and local culture, making it a natural fit for AMAALA. As the second Six Sens
Rigaku Opens "Rigaku Solutions Center Osaka" to Strengthen Global Semiconductor Metrology Service Capabilities8.7.2026 18:00:00 EEST | Press release
Rigaku Corporation, a global solution partner in X-ray analytical systems and a group company of Rigaku Holdings Corporation (headquarters: Akishima, Tokyo; CEO: Jun Kawakami; “Rigaku”), has opened the Rigaku Solutions Center Osaka (RSC-Osaka) at its Osaka Plant. The new facility centralizes and expands practical training for field service engineers supporting semiconductor metrology systems, strengthening Rigaku's global service capabilities. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260708402770/en/ Photo: Hands-on training using the TXRF-V310 at RSC-Osaka As semiconductor manufacturing processes continue to advance toward finer geometries, higher layer counts, and more complex three-dimensional structures, semiconductor metrology systems require ever greater precision and operational stability. X-ray analytical technologies play an increasingly important role in meeting these demands through highly accurate, non-dest
Dryad Networks Reaches XPRIZE Wildfire Finals Milestone, Demonstrating Autonomous Detection and Suppression of Wildfires in Alaska8.7.2026 18:00:00 EEST | Press release
Dryad Networks, the leader in ultra-early wildfire detection technology, today announced a major achievement in the finals of the Autonomous Wildfire Response track of XPRIZE Wildfire, a four-year, $11 million global competition accelerating new solutions to end destructive wildfires. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260707802818/en/ The Silvaguard Suppression Drone can deliver a 100 liter liquid suppressant to autonomously suppress small wildfires detected by Silvanet Competing against just two other finalists selected from an original field of nearly 300 teams worldwide, Dryad successfully demonstrated the integrated capabilities of its Silvanet wildfire detection network and Silvaguard autonomous firefighting drone system during final testing in remote Alaska. The XPRIZE Wildfire finals challenged teams to autonomously detect and suppress a wildfire without any human intervention across a vast 1,000 square k
Cardiac Dimensions ® Announces Three Major Publications Demonstrating Long-Term Durability, Real-World Performance, and Broad Patient Benefit of the Carillon Mitral Contour System ®8.7.2026 17:05:00 EEST | Press release
Cardiac Dimensions, a leader in transcatheter therapies for heart failure, today announced the publication of three major manuscripts that together form the most comprehensive evidence base ever assembled for transcatheter indirect mitral annuloplasty. These publications span a five-year multi-center commercial registry, the largest single-center experience across both preserved and reduced ejection fraction, and long-term survival results through ten years. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260707656796/en/ Carillon Mitral Contour System® The Carillon Mitral Contour System is the only commercially available indirect mitral annuloplasty device, designed to treat a broad and expanding population of patients living with functional mitral regurgitation. The newly published data further strengthen the clinical foundation for the therapy as Cardiac Dimensions advances toward regulatory submissions in the United State
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