Xandr this week created a curated marketplace with video publishers called Community. Xandr says this is the first step for a convergence of linear TV and digital. Xandr’s marketplace Community includes WarnerMedia, Vice, Hearst Magazine, Newsy, Philo, Tubi, and Xumo inventory.
According to Xandr, the creation of the Community will improve monetization for publishers and will bring advertisers better access to content and increased scale across digital, video, and television.
Xandr is also launching a cross-screen addressable solution in Community enabling advertisers to define their audience and identify the households that match their desired attributes.
Community audience segments are built from AT&T’s 170 million direct-to-consumer relationships.