AT&T’s Xandr’s Community platform is AT&T’s new video ad service. AT&T says Xandr will “help advertisers reach audiences across screens, Xandr’s Cross-Screen Addressable solution is now integrated within Community, allowing advertisers to combine the power of addressable TV with the precision and scale of digital.”
“At its core, Community is all about helping our content partners succeed in getting the best value for their premium content,” said Brian Lesser, CEO of Xandr. “By bringing together all of this great content that is backed by sophisticated consumer analytics and incredible technology, Community is able to provide a better solution for advertisers and a better experience for consumers.”
“AT&T has been a wonderful partner to Cheddar for years, namely carrying Cheddar on DIRECTV, DirecTV NOW, and U-verse,” said Jon Steinberg, founder and CEO of Cheddar. “Substantial amounts of our viewership is happening on over the top and connected TV devices. We’re excited to join the Community marketplace powered by Xandr, which will help increase the scale – and value – of our TV and video inventory while connecting us with more advertisers in a premium, brand-safe environment.”
Right now ads for video services like Philo and Tubi is one of the hottest new markets in adveteristing. AT&T seems determined to establish themselves as a leader in this market taking on existing ad platforms like Roku’s ad network.
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