This morning AT&T announced that they have acquired AppNexus an independent marketplace for digital advertising. According to reports AT&T plans to use AppNexus to build out their own ad platform to sell ads for services like DIRECTV NOW and AT&T Watch TV.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Lesser. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”
“Innovation is core to the heritage of both AT&T and AppNexus, and we have an exciting opportunity to chart the future course of advertising together,” said Brian O’Kelley, CEO, AppNexus. “Combining AT&T’s incredible assets with our technology, we will help brands and marketers power new advertising experiences for consumers. It’s what the market is asking for, and together we’re poised to deliver it.”
The ability for AT&T to directly sell ads will help AT&T make DIRECTV NOW and AT&T Watch TV far more profitable. That will help AT&T offer their streaming services at a low price compared to a service who has to use a 3rd party ad company.
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