May 15, 2019 2:37 am
Community (no, not the TV show)
That’s the name of Xandr’s new ad marketplace. Execs from A&T’s ad unit made the announcement during its first upfront presentation on Tuesday morning at Bryant Park Grill. It is debuting with digital inventory from WarnerMedia’s brands, including TNT, TBS, CNN, TruTV, B/R Live, Otter Media and Warner Bros., along with Vice, Hearst Magazines, Newsy and streaming services Philo, Tubi and Xumo. Linear TV inventory is expected to be included later in the year.
It was certainly a bold move for Xandr to make its pitch to agencies and marketers during the same week programming behemoths like NBC Universal and Walt Disney introduce their new content for the fall season. But the pressure is mounting for Xandr as competitors like OpenAP get close to introducing similar offerings.
Xandr’s goal is to enable advertisers to connect with hard-to-reach audiences, regardless of how they engage with content on TV, connected TV, over-the-top, mobile and online. While it isn’t there yet, Community is the first step toward that goal. And it’s worth noting OpenAP’s product seems further along, including TV inventory from the consortium’s members, which include NBC Universal, Fox, Viacom and Univision.
Categorised in: Media and Technology
This post was written by Keywords