(Reuters) – AT&T Inc’s advertising unit Xandr said Wednesday it is partnering with Walt Disney Co, AMC Networks and sister company WarnerMedia to make it easier for advertisers to buy TV commercials across the networks.
Since forming Xandr in 2018, phone carrier AT&T has sought to allow advertisers to target certain audiences using AT&T data, which it gathers from offering phone, internet and TV services. The moves are part of an effort by the TV industry as a whole to catch up to digital advertising behemoths like Alphabet Inc’s Google and Facebook, where the ability to target ads has long been more advanced.
Advertisers will be able to use a new version of a self-serve tool called Xandr Invest to define an audience they want to reach, such as people in the market to buy a car, and then place a single order through the tool that will find the commercial slots across its partners that will reach those viewers.
WarnerMedia, which is also owned by AT&T, includes cable channels…
Source Reuters Tech News