AT&T is finally revealing its new tools to reinvent the way TV ads are sold — but it needs other networks to play along
|01/08/2019||Posted by BusinessMediaguide.Com under General World News||
- AT&T is introducing new data tools that allow advertisers to pull together set-top box data, stats from Turner and data from Xandr, its ad and analytics division.
- Xandr wants other networks and publishers to adopt its technology, including Open A.P., a consortium between Viacom, Turner, NBCUniversal and Fox that lets advertisers create cross-network targeting segments.
- However, both NBCUniversal and Viacom have their own data tools for advertisers.
- Buyers say they want to see networks work together on more long-term efforts like measurement and attribution.