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

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Latest Podcast

More podcasts

Sign in