Xandr, AT&T’s advanced advertising & analytics company,has launched Xandr InvestTM, a strategic buying platform built for the future of advertising. The new platform offers simplified access to and tailored buying of premium, brand-safe content, as digital and TV silos give way to converged buying. Xandr Invest will evolve buying practices to drive better business results for advertisers, while reaching interested consumers however they view content.
“Due to the major investments we have recently committed to our buy-side platform, Xandr now supports buying in the ways that make sense for advertisers. Xandr Invest offers them the combination of our exclusive consumer insights and content, backed by incredibly powerful technology,” said Michael Rubenstein, President, AppNexus, a Xandr Company. “We’ve brought a platform to market that doesn’t just meet advertisers where they are now, but sets them up to capitalize on the future of advertising as digital and TV begin to converge.”
Xandr Invest champions advertisers and agencies as they plan, execute, and learn from their media campaigns. Through a machine-learning optimization system and streamlined user interface, Xandr Invest provides enhanced efficiencies to established marketing objectives, while enabling buyers to shift focus to increasingly sophisticated tactics to achieve unique outcomes.
“As long-time partners, we’re excited that the full power of AT&T is behind Xandr Invest. These enhancements allow us to deploy more sophisticated marketing strategies and surface deeper consumer insights,” said Matt Greitzer, Co-CEO, Amnet US, a division of Dentsu Aegis Network.
The new Xandr Invest programmatic guaranteed offering also enables buyers to seamlessly reserve access to premium supply through the consolidated buying platform, with no manual tags to traffic or additional invoices to manage.
With access to Xandr Audience Segments initially developed from AT&T’s 170 million direct-to-consumer relationships, Xandr Invest uses an identity solution built from deterministic data to enable buyers to better understand and strategically connect with valuable audiences across devices, in premium, brand-safe environments.
“Client sophistication in programmatic is reaching a new level of maturity which means more demand for customization and an integrated approach to supply. We look forward to the cross-platform audience access, applying AT&T’s deterministic data, and the machine learning capabilities promised by the Xandr Invest platform,” said Evan Hanlon, Chief Strategy Officer, GroupM U.S.
Xandr Invest is the exclusive buy-side platform for Community, Xandr’s newly-launched, curated, premium video marketplace. At launch, Community provides access to premium content from CNN, TNT, TBS, truTV, B/R Live, Warner Bros., Crunchyroll, Rooster Teeth, Vice, Hearst Magazine, Newsy, Philo, Tubi, and XUMO.
Evolved and enhanced from more than a decade of powerful and performant buying technology from AppNexus, Xandr Invest is a strategic buying platform that provides the tools and support needed today for a streamlined buying process.
“Xandr’s powerful customization capabilities and focus on platform transparency enable Havas to create proprietary bespoke solutions for our clients. With the launch of this strategic buying platform, we’re excited to translate Xandr’s investments in user experience into increased efficiency for our traders and meaningful outcomes for client campaigns,” said Andrew Goode, EVP of Programmatic, Havas Media Group North America.
The omnichannel inventory will include traditional TV, OTT, mobile, digital video, audio, native, and display. In 2019, advertising spend for video, including OTT, through Xandr’s legacy buy-side platform is experiencing double-digit growth year-over-year.
As the industry evolves to meet the needs of consumers, Xandr Invest will begin to incorporate tools and services to help converge TV and digital media strategies. Over time, traditional TV buying capabilities will become available within Xandr Invest.
“By simplifying access to premium, brand-safe content across all screens, Xandr Invest is advancing programmatic buying to a new level of relevance and effectiveness – and that translates to better business results for our clients,” said Catherine Sullivan, Chief Investment Officer, Omnicom Media Group North America.