Xandr today announced the launch of Xandr Invest, a new buying platform that offers programmatic guaranteed, enabling buyers to reserve access to supply with no manual tags to traffic or additional invoices to manage. Xandr Invest also has access to exclusive inventory.
Xandr Invest is the exclusive buy-side platform for Community, Xandr’s newly-launched video marketplace. Community provides access to content from CNN, TNT, TBS, truTV, B/R Live, Warner Bros., Crunchyroll, Rooster Teeth, Vice, Hearst Magazine, Newsy, Philo, Tubi, and XUMO.
“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 says that in this new platform advertisers have a machine-learning optimization system and streamlined user interface, providing efficiencies to established marketing objectives.
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 audiences across devices.
“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.