Xandr
 | |
Formerly | AT&T Advertising and Analytics (2018) |
|---|---|
| Subsidiary | |
| Industry | Advertising Analytics |
| Predecessors | AT&T AdWorks Turner Advertising |
| Founded | September 25, 2018 |
| Headquarters | New York City, New York , U.S. |
Area served | Worldwide |
Key people | Brian Lesser (CEO) |
| Parent | AT&T |
| Subsidiaries | AppNexus |
| Website | www |
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.[1]
History[edit]
Following its June 2018 acquisition of AppNexus,[2] 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.[3][4]
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.[5] 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.[6]
Xandr is a sponsor of Girls Who Code Summer Immersion Programs[7] 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. [8]
Business model[edit]
In May 2019, Xandr launched Community, its new video marketplace[9] 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.[10][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,[3][4] creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[14]
References[edit]
- ^ "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.
- ^ "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.
- ^ 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.
- ^ a b "AT&T Launches New Advertising Company, Xandr"; AT&T; September 25, 2018. Accessed May 21, 2019.
- ^ "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.
- ^ "About"; Xandr. Accessed May 21, 2019.
- ^ "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.
- ^ "Xandr's Catherine Williams: Mathematician, Storyteller, Leader", by Kathy Newberger; Media Village; February 12, 2019. Accessed May 23, 2019.
- ^ "Xandr To Launch 'Community' Marketplace, Enhanced Addressable TV Offerings" by Alex Weprin; Digital News Daily; May 14, 2019. Accessed May 21, 2019.
- ^ "Xandr Creates Community"; Financial Post; May 14, 2019. Accessed May 21, 2019.
- ^ "AT&T’s Xandr Unveils Community, Its Long-Awaited Video Marketplace" by Patrick Kulp; Ad Week; May 14, 2019. Accessed May 21, 2019.
- ^ "Xandr introduces ad marketplace, dubbed Community, during upfronts" by Jeanine Poggi; May 14, 2019. Accessed May 21, 2019.
- ^ "AppNexus Reworks Publisher Contracts To Enable Fee Transparency For Buyers" by Sarah Sluis; Ad Exchanger; December 11, 2018. Accessed May 21, 2019.
- ^ "AT&T Pushes Xandr Ad Products in Viacom Carriage Talks" by Alexandra Bruell; The Wall Street Journal; March 25, 2019. Accessed May 21, 2019.
