Xandr

Xandr
Formerly
AT&T Advertising and Analytics (2018)
Division
IndustryAdvertising
Analytics
PredecessorsAT&T AdWorks
Turner Advertising
FoundedSeptember 25, 2018; 12 months ago (September 25, 2018)
Headquarters
New York City, New York
,
U.S.
Area served
Worldwide
Key people
Brian Lesser (CEO)
ParentAT&T
SubsidiariesAppNexus
Clypd[1]
Websitewww.xandr.com

Xandr (pronounced "Xander") is the advertising and analytics division of AT&T which operates an online platform, Community, for buying and selling consumer-centric digital advertising.[2]

History[edit]

Following its June 2018 acquisition of AppNexus,[3] Xandr was formed by AT&T to construct a national TV advertising marketplace.

Xandr was launched on September 25, 2018 at its inaugural AT&T Relevance Conference in Santa Barbara, California, and was named after parent company founder Alexander Graham Bell.[4][5]

Leadership[edit]

Xandr is led by former GroupM North America CEO Brian Lesser, who was appointed chief executive officer of AT&T advertising and analytics in 2017.[6] Rick Welday serves as president of Xandr Media Services (formerly AT&T AdWorks), with Ray Carpenter as Chief Financial Officer, Kirk McDonald as chief marketing officer, and Michael Rubenstein is president of AppNexus.[7]

Xandr is a sponsor of Girls Who Code Summer Immersion Programs[8] in which chief data scientist Catherine Williams is active; Williams is a frequent speaker at various Women In Tech events and for the annual AppNexus Women’s Leadership Forum. [9]

Business model[edit]

In May 2019, Xandr launched Community, its new video marketplace[10] that connects advertisers, publishers, and consumer media brands, including AT&T's WarnerMedia platforms: CNN, TNT, TruTV, B/R Live, and Otter Media. Other media on the Community platform includes Vice Media, Hearst Communications, Newsy, Philo, Tubi, and Xumo.[11][12] The fee-transparent,[13] consumer-centric Xandr advertising model combines data, AT&T’s newly acquired WarnerMedia content, AppNexus, and other proprietary advertising technology, to integrate with AT&T’s consumer network,[4][5] creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[14]

References[edit]

  1. ^ https://deadline.com/2019/10/atts-xandr-acquires-data-centric-linear-tv-ad-platform-clypd-1202
  2. ^ "AT&T Putting All Programmatic Digital Ad Spending with Xandr Move adds scale to AppNexus platform" by Jon Lafayette; Broadcasting Cable; February 11, 2019. Accessed May 21, 2019.
  3. ^ "AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform" by Rae Paoletta; Ad Exchanger; November 29, 2018. Accessed May 21, 2019.
  4. ^ a b "AT&T Ad Unit Now Called ‘Xandr’ in Nod to Alexander Graham Bell" by Scott Moritz and Lucas Shaw; Bloomberg; September 25, 2018. Accessed May 21, 2019.
  5. ^ a b "AT&T Launches New Advertising Company, Xandr"; AT&T; September 25, 2018. Accessed May 21, 2019.
  6. ^ "GroupM North America CEO Brian Lesser to Depart for AT&T Role" by Alexandra Bruell; The Wall Street Journal; August 4, 2017. Accessed May 21, 2019.
  7. ^ "About"; Xandr. Accessed May 21, 2019.
  8. ^ "Girls Who Code Expands Free Summer Programs for 2019 into Arkansas, Delaware, Pennsylvania, and Texas"; Girls Who Code; January 22, 2019. Accessed May 23, 2019.
  9. ^ "Xandr's Catherine Williams: Mathematician, Storyteller, Leader", by Kathy Newberger; Media Village; February 12, 2019. Accessed May 23, 2019.
  10. ^ "Xandr To Launch 'Community' Marketplace, Enhanced Addressable TV Offerings" by Alex Weprin; Digital News Daily; May 14, 2019. Accessed May 21, 2019.
  11. ^ "AT&T’s Xandr Unveils Community, Its Long-Awaited Video Marketplace" by Patrick Kulp; Ad Week; May 14, 2019. Accessed May 21, 2019.
  12. ^ "Xandr introduces ad marketplace, dubbed Community, during upfronts" by Jeanine Poggi; May 14, 2019. Accessed May 21, 2019.
  13. ^ "AppNexus Reworks Publisher Contracts To Enable Fee Transparency For Buyers" by Sarah Sluis; Ad Exchanger; December 11, 2018. Accessed May 21, 2019.
  14. ^ "AT&T Pushes Xandr Ad Products in Viacom Carriage Talks" by Alexandra Bruell; The Wall Street Journal; March 25, 2019. Accessed May 21, 2019.

External link[edit]