Wednesday, July 8, 2020

AT&T Unfortunately Hands Entire Programmic Spend to AppNexus

Must read

The FTC, CBD and the Law During Covid19

Amid the COVID-19 pandemic, a number of cannabis companies that advertised CBD products as effective in preventing or treating COVID-19 without obtaining...

FTC Settles Another Health Claim Action

“Treats Chronic Pain… Clinically Proven… Smart Device… Approved by the FDA…” These are all claims the Federal Trade Commission (FTC) says defendants...

OfferGlobe and Steve Mandes Illegal Spammers and Scammers Review.

OfferGlobe is an offshore advertising company with multiple registered addressees both in the UK and seemingly in the tax haven of Seychelles. They...

What Marketers Must Know About CBD Ads

An increasing number of celebrities and social media personalities are endorsing the use of cannabidiol (CBD) products through social media. Many of...
Pesach Lattin
Pesach Lattinhttp://pacevegas.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

AT&T Communications and Xandr, AT&T’s advertising business, announced that AT&T will consolidate its programmatic advertising spend on the open exchange through Xandr’s Demand-Side Platform (DSP), the AppNexus Programmable Platform (APP).

This news marks a five-year milestone in the relationship between AT&T and AppNexus, and a new level of synergy between AT&T Communications and Xandr following AT&T’s acquisition of the AppNexus platform and talent in 2018, the company said. 

Using AppNexus technology and engineering teams, Xandr is developing next-generation TV planning, campaign management, and measurement capabilities.

According to the official spiel, as part of this consolidation to AppNexus, AT&T Communications will be a first-mover on new capabilities, helping to drive efficiency of marketing spend and better engage consumers across channels.

“Xandr is empowering buyers like AT&T to efficiently reach their audiences with advertising that is more relevant, more engaging, and less disruptive to the consumer experience. “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.”

AT&T uses AppNexus’ multichannel platform to buy from premium digital video publishers, as well as premium display, mobile, and native publishers, including through private marketplace transactions.

In the second half of 2018, AT&T announced its acquisition of AppNexus and the creation of Xandr, a new kind of advertising company. Bolstered by increased breadth and depth of collaboration, Xandr is uniquely positioned to create value for marketers and increase their working media through transparent and innovative tools, formats, and capabilities.

“The fact that AT&T Communications, one of the U.S.’s largest advertisers, has decided to shift and quickly scale their spend on our platform is a testament to AppNexus’ long-term investments in our demand-side technology and the tangible value we create for buyers,” said Michael Rubenstein, President, AppNexus.

“AT&T will now serve as a case study for premium brands seeking intelligent and customised campaigns that resonate with consumers.”

- Advertisement -

More articles

What's your opinion?

- Advertisement -

Latest article

The FTC, CBD and the Law During Covid19

Amid the COVID-19 pandemic, a number of cannabis companies that advertised CBD products as effective in preventing or treating COVID-19 without obtaining...

FTC Settles Another Health Claim Action

“Treats Chronic Pain… Clinically Proven… Smart Device… Approved by the FDA…” These are all claims the Federal Trade Commission (FTC) says defendants...

OfferGlobe and Steve Mandes Illegal Spammers and Scammers Review.

OfferGlobe is an offshore advertising company with multiple registered addressees both in the UK and seemingly in the tax haven of Seychelles. They...

What Marketers Must Know About CBD Ads

An increasing number of celebrities and social media personalities are endorsing the use of cannabidiol (CBD) products through social media. Many of...

Affiliate Scammers Michael Giannulis and Michael Williams Named by Feds for $300 Million in Fraud

The Federal Trade Commission (FTC) cracked down a group of affiliate marketers who ensnared consumers into a fraud business coaching program called...