Xandr's efforts to lead convergence, and measurability, of linear TV and digital

Its aim is to deliver addressable cross screen advertising in an increasingly fragmented viewing environment, and it appears committed to delivering

Adtech player, AppNexus, now a part of Xandr, is setting its sights firmly on the future with development of an addressable, measurable, omnichannel digital media ecosystem.

It was a little over a year ago that AppNexus was acquired by AT&T in a deal rumoured to be worth more than US$1.5 billion. In a statement at the time, AT&T said the acquisition would accelerate the growth of its advertising platform, and unite real-time advertising analytics with its premium TV and video content.

In an interview with CMO, AppNexus president, Michael Rubenstein, touched on the transformation of AT&T from a telecommunications company to a media company, AppNexus' position, and how cross-screen measurability is closer than you might expect.

“AppNexus is Xandr, we are one in the same, and we are starting to eliminate the line so Xandr becomes known as our brand in the market,” he explained.

“Creation of this independent business unit inside AT&T is exciting and designed to be the specialist for advanced advertising and analytics. AT&T is committed to providing the investment, focus, and attention it needs to make it the world class, scaled, advertising business and platform.

“For those of us who came from AppNexus, this is an exciting opportunity. We’ve achieved a lot, and you can expect to see a lot more.”

The overarching aim is to deliver addressable cross-screen advertising in an increasingly fragmented viewing environment, and it appears committed to delivering.

Since then, Xandr has announced the launch of Xandr Invest, a strategic buying platform using machine learning that aims to offer simplified access to, and tailored buying of, premium, brand-safe content. The new Xandr Invest programmatic also aims to enable buyers to reserve access to premium supply through the consolidated buying platform, with no manual tags to traffic. So far, advertising spend for video, including OTT, through Xandr’s legacy buy-side platform is experiencing double-digit growth year-over-year, Xandr reports.

Xandr Audience Segments, developed from AT&T’s 170 million direct-to-consumer relationships, means Xandr Invest uses an identity solution built from deterministic data to enable buyers strategically connect with audiences across devices. Its omnichannel inventory will include traditional TV, OTT, mobile, digital video, audio, native and display.

Xandr also recently launched Community, a marketplace of publishers to enable advertisers to reach audiences at scale in a brand-safe environment. As Xandr explained, increasingly, advertisers are looking to connect with hard-to-reach audiences as digital video and TV converge.

To help advertisers reach audiences across screens, Xandr’s integrated its Cross-Screen Addressable solution within Community, allowing advertisers to combine addressable TV with digital. Community also allows advertisers to reach audiences based on intent, interest and lifestyle attributes.

Media brands A+E Networks, AMC Networks and Cheddar were recently added to the inaugural Community partners, including WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media, and Warner Bros., as well as VICE, Hearst Magazines, Newsy, Philo, Tubi, and Xumo.

Xandr is clearly anticipating, and planning on leading, the convergence of linear TV and digital with these solutions. This includes a bigger presence in the APAC region, with Rubenstein saying AT&T is investing in that global focus. The plan is to take a bespoke approach to extending AT&T business on a region-by-region basis.

This will include extending the partnerships AppNexus has always cultivated with buyers and sellers of advertising who want to see the next phase of the development of the digital media ecosystem.

“In order to position ourselves and partners for success, we need to innovate rapidly and bring to market world class capabilities that operate across a fragmented media ecosystem,” Rubenstein said. “We also need to preserve transparency, quality and privacy in this market to future-proof for where the marketplace is heading. We want to bring measurability and targetability to the media ecosystem, even parts of it that are not new media, like TV. We will bring the best of digital to TV; we have a lot of exciting initiatives and piloting with partners inside AT&T at the moment." 

According to Rubenstein, the future of the DSP will look a lot different to now. "It is no longer about trading remnant impressions on desktop Internet. Xandr Invest is designed for the future to help to make smart purchasing decisions and measurement insights across many different channels, including TV," he said. 

“We’ve brought a platform to market that doesn’t just meet advertisers where they are now, but sets them up to capitalise on the future of advertising as digital and TV begin to converge.

“We will start to see cross-screen measurability become a reality in the next year, so watch this space. As consumer behaviour continues to change and platforms develop, you’ll see more powerful ways to find audiences across this fragmented media." 

By applying contemporary technology in the premium advertising environment, there a real opportunity to unlock advertising opportunities and business models that benefit everyone, including consumers, Rubenstein said.

“We been in a rut as an industry, there has been so much fixation on the low quality inventory and experiences the walled gardens have brought to market," he continued. “Trust and quality have been lacking, as well as transparency, but we are seeing a swing in the pendulum towards those, which is ultimately very healthy.

“The Australian media ecosystem has really been craving some innovation, and has been looking for ways to build real defensibility into the media ecosystem."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in