Business Wire

NY-XANDR

Share
Xandr Creates Community

Xandr, AT&T’s advanced advertising and analytics company, has announced the formation of Community, a curated marketplace of publishers that enables advertisers to reach their audiences at scale in a brand-safe, privacy-protected, premium video environment. Community is built on Xandr’s powerful technology and consumer insights, enabling buyers and sellers to drive better business outcomes. This new marketplace is the first-step towards the future convergence of linear TV and digital.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190514005493/en/

Community simplifies and improves an advertiser’s ability to connect with hard-to-reach audiences, regardless of how they engage with content across traditional TV, connected TV, OTT, mobile, and online. Community also offers controls to programmers and publishers to achieve better yield on their premium multiplatform inventory.

“After only eight short months since the launch of Xandr, Community delivers on our promise of a brand-safe, insight-driven, premium video marketplace,” said Brian Lesser, CEO of Xandr. “Building on one of the largest technology platforms in the industry and integrating Xandr’s unique audience insights from AT&T, we created the foundation of Community. Now, with the incredible inventory from our inaugural Community partners, the marketplace is open.”

Community is a Multi-Screen Premium Video Marketplace

Increasingly, marketers are looking for simpler ways to connect with audiences across digital, video, and television.

Xandr is committed to providing advertisers access to scaled, brand-safe, premium content with unique insights across wireless, broadband, and video. By aggregating inventory across publishers and creating multi-seller deals, publishers can increase the value of their inventory and improve monetization, while advertisers have the benefit of better access to content and increased scale.

WarnerMedia (including Otter Media), Vice, Hearst Magazine, Newsy, Philo, Tubi, and Xumo join as inaugural Community partners, adding more than 15 premium content providers to the marketplace and reaching more than 50 million active monthly users on streaming services. In addition to WarnerMedia’s portfolio across CNN, TNT, TBS, truTV, B/R Live, Warner Bros., Crunchyroll, Rooster Teeth and VRV, Community will also encompass additional premium video content from other AT&T owned-and-operated properties including DIRECTV NOW and AT&T WatchTV.

“Community’s vision aligns perfectly with our long-term strategy of pairing our high-quality content with breakthrough insights to deliver better ad experiences and drive results for advertisers,” said Donna Speciale, president of WarnerMedia Ad Sales. “As a launch partner, we are excited to be able to offer clients extended digital audience opportunities through Community, and we look forward to working with Xandr on enhanced addressable solutions with our live national linear television inventory in the near future.”

Added Henry Embleton, head of ad products and strategy, Ellation (part of Otter Media), “We rely on our programmatic partners to deliver the best possible ad supported experience for our fans at Crunchyroll, Rooster Teeth, and VRV, however, that information is not always accurate or reliable. Xandr is going to be a programmatic game changer – delivering deep, rich, dependable data from AT&T to enhance our user experience, paired with an expansive reach to help us grow our bottom line.”

“We're pleased to be working through Community to pair the largest free ad-supported movie and TV audience with unique addressable targeting through AT&T data,” said Mark Rotblat, chief revenue officer, Tubi.

“At Philo, we want to offer the best experience for both our subscribers and advertisers. By partnering with Xandr, we build upon our seamless programmatic solutions that allow advertisers to reach their audiences via the Philo platform,” said Reed Barker, Philo’s head of advertising.

Community is Cross-Screen Addressable

Increasingly, marketers are looking for ways to buy media across multiple touchpoints to connect with hard-to-reach audiences as digital, video, and TV converge. To better power advertising experiences across screens for consumers, 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.

Xandr’s Cross-Screen Addressable solution enables advertisers to define their audience and identify the households that match their desired attributes. Then, through Community, advertisers can serve relevant messages to that same audience across screens to amplify the impact of their campaign.

Community is Accountable

Using Xandr’s data, based on AT&T’s first-party consumer insights, Community will improve the efficacy and efficiency of media buying.

Community is layered with Xandr Audience Segments that are built from AT&T’s 170 million direct-to-consumer relationships. Community’s privacy-forward approach to attribution will enable advertisers to reach their audiences based on intent, interest, and lifestyle attributes.

Similar to the insights advertisers can glean from a Cross-Screen Addressable campaign, Xandr’s unique consumer analytics will help marketers determine the effectiveness of their media buys, including the impact on brand health and the ability to aid in frequency capping of a given brand message. Using these powerful attribution tools, marketers will have the ability to gain greater insights and become more effective with each campaign they run within Community.

Community is Reaching Consumers Where They Are

Xandr recently released original, consumer-centric research, called the Relevance Report . The report surveyed more than 3,000 people to learn how they consume content and their advertising preferences.

Consumers are spending more time than ever engaging with content. The report revealed 68% of consumers spend the majority of their free time engaging with content, and 76% said content enriches and enhances their lives, with 72% stating their day wouldn’t be complete without it.

Despite this engagement with content, consumers, especially younger audiences, have become proficient at tuning out content and advertising that they do not perceive as immediately relevant to them. About 57% of respondents say they do not want to engage with ads because they are not relevant to them and, most importantly, 66% wish advertisements were more relevant to them and their lives.

Community is Making TV More Data-Driven

Xandr is the leader in advanced TV advertising*. Community builds on the expertise of more than 3,000 addressable and advanced TV campaigns, and will begin to incorporate robust TV management tools. Using its technology and data analytics, Community will create more relevant advertising opportunities and help optimize yield management of inventory for live, playback, and VOD on traditional linear TV.

Community is Privacy-Protected

Xandr is committed to protecting data and privacy, while providing valuable and relevant advertising to consumers. Responsible data usage has been part of AT&T’s DNA for more than 143 years, always giving customers the power of choice to opt in or out of relevant advertising.

About Xandr

Xandr is creating a better solution for advertisers and publishers to find and reach specific audiences at scale in trusted, premium content environments. As a current leader in advanced TV advertising with the one of the best technology platforms, AppNexus, we help advertisers deliver the right message, at the right time, on almost any device. We are rooted in a tradition of responsible data usage. For more than 143 years, AT&T has used data and technology to inform and improve the customer experience.

*Source: The Myers Report Survey on Media Company B2B Relationships, Services and Value, Q1 2019.

Contact:

Media Rob Wheeler, robert.wheeler@xandr.com , 212-837-8121 Kelly Liyakasa, kelly.liyakasa@xandr.com , 347-224-1096

About Business Wire

Business Wire
Business Wire
101 California Street, 20th Floor
CA 94111 San Francisco

http://businesswire.com

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Elegen and Nutcracker Therapeutics to Pilot First Fully Cell-Free Manufacturing Process for RNA-based Personalized Cancer Therapeutics11.7.2025 14:00:00 CEST | Press release

Fully cell-free process aims to further democratize personalized cancer therapeutic manufacturing with shorter turnaround times and negligible bioburden and endotoxin risks. Elegen, a global leader in next-generation DNA manufacturing, and Nutcracker Therapeutics, a global leader in next-generation RNA design and manufacturing, today announced the launch of a pilot program to demonstrate the industry’s first fully synthetic, cell-free manufacturing platform for RNA-based personalized cancer therapeutics (PCTs). The pilot marks another step toward making PCTs more accessible, timely, and scalable. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250711152688/en/ As late-stage PCT clinical trials progress and therapy developers work to create the next generation of PCTs, the speed, reliability, scaling and cost of traditional production methods pose a major challenge. Specifically, the first step of DNA template production is hi

$MBG Token Pre-Sale Set for July 15 — Only 7 Million Tokens Available at $0.3511.7.2025 10:17:00 CEST | Press release

MultiBank Group, the world’s largest financial derivatives institution headquartered in Dubai, has confirmed that its highly anticipated $MBG Token pre-sale will go live on July 15, with demand expected to be intense. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250711737311/en/ With only 7 million $MBG tokens up for grabs at an exclusive entry price of $0.35, this is a rare opportunity to secure early access to what many are calling the year’s most powerful utility asset. With only 7 million tokens up for grabs at an exclusive entry price of $0.35, this is a rare opportunity to secure early access to what many are calling the year’s most powerful utility asset. Early participants can join simultaneously on MultiBank.io, the Group’s regulated crypto exchange, and Uniswap, the world’s leading decentralized platform. Supported by $29 billion in real assets and powered by over $35 billion in daily turnover, $MBG is engineered

Live Story Raises €2.7 Million to Revolutionize the Digital Experience11.7.2025 10:05:00 CEST | Press release

With a round led by Vertis, the next-generation CMS platform accelerates its focus onAI, performance, and European expansion. Target: surpass €10M in recurring revenueby 2027. Live Story, the tech company founded by Stefano Mocellini, has closed a €2.7 million seed round led by Vertis, one of Italy’s leading early-growth venture capital firms. The funding will support the company’s international expansion and technological development, with a clear goal: to exceed €10 million in annual recurringrevenue by 2027. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250711335560/en/ “We invested in Live Story because it addresses one of the major inefficiencies in digital commerce: the slow and rigid management of visual and narrative content,” says Alessandro Pontari, Partner at Vertis SGR. “The platform helps brands drastically reduce their time-to-market through a visual CMS that integrates seamlessly with any tech stack. In a wor

With a Score of 84 out of 100, Sagemcom Is Awarded the EcoVadis Platinum Medal: a Prestigious Recognition of its CSR Commitment11.7.2025 09:00:00 CEST | Press release

Sagemcom Group is proud to announce that it has been awarded, for the third time, the Platinum Medal by EcoVadis, the highest distinction granted by the leading global platform for assessing Corporate Social Responsibility (CSR) performance. This medal places Sagemcom in the top 1% of companies evaluated worldwide, across all industries. With a score of 84 out of 100, Sagemcom reaffirms its position as a committed leader in ecological transition, business ethics, sustainable supply chain management, and social responsibility. “The EcoVadis Platinum Medal is more than just an award — it is the recognition of our collective efforts to embed sustainable development principles at the heart of our corporate strategy and culture,” says Sylvaine Couleur, Executive Vice President, CSR & Communication. “Achieving this level demonstrates that our commitments are tangible, impactful, and internationally recognized. This distinction strengthens our determination to further advance and expand our C

IEEE Standards Commitment to Advancing AI Governance Includes Impactful Contributions to New International AI Standards Exchange11.7.2025 08:00:00 CEST | Press release

IEEE, the world’s largest technical professional organization dedicated to advancing technology for humanity, and its IEEE Standards Association (IEEE SA) announced today that its portfolio of over 100 global AI-related standards is included in the new International AI Standards Exchange. This Exchange is a centralized repository of international AI standards with the aim to foster collaboration and responsible AI development worldwide. IEEE and its AI global standards were recognized in the 2024 United Nations AI Advisory Body’s Report, Governing AI for Humanity, which created the impetus for the AI Standards Exchange. Due to its impactful AI standards and related work, IEEE, a major standards body, was included as a partner in the establishment of the Exchange. IEEE President and CEO Kathleen Kramer, who is speaking at the AI for Good Summit this year at the High-Level AI Standards Panel,shares, “IEEE’s mission of advancing technology for the benefit of humanity is foundational to ou

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom
World GlobeA line styled icon from Orion Icon Library.HiddenA line styled icon from Orion Icon Library.Eye