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AT&T rebrands ad unit to Xandr, agrees addressable TV ad deals

AT&T has rebranded its ad unit to Xandr, describing it as a “new kind of ad company” that will leverage data, premium content, advanced ad technology and AT&T’s distribution across wireless, video and broadband.

Xandr will include all aspects of the existing AT&T advertising and analytics businesses and is designed help advertisers and publishers find and reach specific audiences at scale in “trusted, premium content environments.”

“Our purpose is to make advertising matter and to connect people with the brands and content they care about,” said CEO Brian Lesser.

“Throughout AT&T’s 142-year history, it has innovated with data and technology, making its customers’ lives better. Xandr will bring that spirit of innovation to the advertising industry.”

At the same time Xandr has entered into agreements with Altice USA and Frontier Communications to aggregate and sell their addressable TV advertising inventory in the US.

“This initial step starts to create the foundation of a national TV marketplace for advertisers and premium content publishers,” said the company in a statement.

“By aggregating this video inventory from multiple multichannel video programming distributors, AT&T’s addressable TV offering starts to provide advertisers with a one-stop shop.”