Xandr, AT&T’s advanced advertising & analytics company, just announced the launch of Xandr Invest, 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.”
Invest in what’s new: 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. 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.
Invest in Insights and Analytics: 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.
Invest in Community: 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.
Invest into the future of media buying: 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. 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.
“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.
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.