AT&T-owned adtech business Xandr is launching a new deals platform called Xandr Monetize.
Xandr Monetize promises to ensure that publishers can better manage their full range of direct deal engagements, including streamlined and automated workflows for engaging with buyers across major DSPs, extensive deal model options to cover all major use cases, rich deal monitoring, in-depth troubleshooting and real-time reporting
Xandr’s platform also offers an integrated DSP, Xandr Invest. This offers many technical and commercial efficiencies for Monetize sellers, such as common identity technology, a single service and support team, and seamless targeting capabilities between buyers and sellers on video-centric elements like content genre.
Xandr Monetize has already seen early adoption from clients including The New York Times, Penske Media Corp, Philo, TheChive and WebMD.
Joshua Turner, VP product management, Xandr, said: “The pace of evolution in the programmatic market has increased dramatically – it is now just as much a home for direct selling as it is for classic scale-based models. Xandr has built a deals platform for the next ten years of digital advertising, where programmatic is no longer a separate channel, but a powerful alternative for tech-enabled direct sales. With this platform, all the same use cases executed via legacy technologies can be executed via programmatic direct selling functionality.”
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