AT&T this month announced it will consolidate its programmatic advertising spend on the open exchange through Xandr’s Demand-Side Platform (DSP), the AppNexus Programmable Platform (APP).
The decision follows AT&T acquisition of AppNexus in 2018. AT&T said Xandr is developing next-generation TV planning, campaign management, and measurement capabilities, and AT&T will be a first-mover on new capabilities, helping to drive efficiency of marketing spend and better engage consumers across channels.
“As one of the largest advertisers in the U.S., we are excited to scale our spend with AppNexus as Xandr re-imagines the future of advertising and customer engagement,” said Fiona Carter, Chief Brand Officer for AT&T Communications. “Placing our advertising in premium, measurable, targetable and brand safe environments is essential to our brand building and performance marketing efforts. We’re pleased to be working with AppNexus in that mission.”