Rumour: AT&T to acquire AppNexus

Follows AT&T's acquisition of Time Warner

acquisition-100625660-orig.jpg
acquisition-100625660-orig.jpg

There are unconfirmed rumours AT&T is in talks to acquire private digital advertising platform, AppNexus. 

According to Cheddar, CNBC, and The Wall Street Journal, the deal is in final talks, although the price cannot be confirmed. However, Forbes also reported on the rumours, saying the price would likely be about US$1.6 billion.

AT&T has just acquired Time Warner, which includes HBO and Turner, for US$85 billion. Following court approval of the Time Warner purchase, AT&T CEO, Randall Stephenson, reportedly told CNBC that people should expect smaller acquisitions in coming weeks to demonstrate commitment to ad-supported business models.

In a statement about the Time Warner acquisition, Stephenson said the future of media entertainment is rapidly converging around three elements required to transform how video is distributed, paid for, consumed and created: premium content, direct to consumer distribution, and high-speed networks.

“We’re going to bring a fresh approach to how the media and entertainment industry works for consumers, content creators, distributors and advertisers,” he said.

Considering AT&T now has a dedicated advertising and analytics segment, it seems digital distribution and advertising will be a core focus moving forward.

AppNexus facilitates the buying and selling of digital advertising and recently debuted Guaranteed Views, a marketplace product aimed at changing the way advertising is bought and sold on the Internet.

Guaranteed Views claims to enable marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100 per cent viewable buying at scale outside of Facebook and Google.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in