PROGRAMMATIC ADVERTISING

AT&T Agrees to Microsoft Acquisition of Xandr

AT&T | December 22, 2021

AT&T Inc. (NYSE:T) has agreed to sell its global programmatic advertising marketplace, Xandr Inc., to Microsoft.1 The agreement builds on a decade-long relationship between Xandr, including its predecessor companies, and Microsoft for delivering global digital media solutions for advertisers.

As the digital landscape evolves in a post-cookie world, Microsoft and Xandr can shape the digital ad marketplace of the future. Xandr's technology strategically complements Microsoft's current advertising offerings and will help accelerate delivery of digital advertising and retail media solutions for the open web by combining Microsoft's audience intelligence, technology and global advertising customer-base with Xandr's scaled, data-driven platform.

"Microsoft's shared vision of empowering a free and open web and championing an open industry alternative via a global advertising marketplace makes it a great fit for Xandr. We look forward to using our innovative platform to help accelerate Microsoft's digital advertising and retail media capabilities," said Xandr's EVP and GM Mike Welch.

"With Xandr's talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrow's digital ad marketplace into one that respects consumer privacy preferences, understands publishers' relationships with consumers and helps advertisers meet their goals," said Mikhail Parakhin, President of Web Experiences at Microsoft.

The transaction is subject to customary closing conditions, including regulatory reviews.

About Xandr Inc.
Xandr Inc. is a first-tier affiliate of AT&T Inc. and a data-enabled technology platform powering a global marketplace for premium advertising.  Xandr Invest, Xandr Monetize, Xandr Curate, and Invest TV are advanced technology platforms which maximize working media dollars, offer audience-based buying at scale for digital environments, and optimize media spend across screens for buyers and sellers alike.

About AT&T
AT&T Inc. (NYSE:T) is a diversified, global leader in telecommunications, media and entertainment, and technology. AT&T Communications provides more than 100 million U.S. consumers with entertainment and communications experiences across mobile and broadband. Plus, it serves high-speed, highly secure connectivity and smart solutions to nearly 3 million business customers. WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content to global audiences through its consumer brands, including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim and Turner Classic Movies. Xandr provides marketers with innovative and relevant advertising solutions for consumers around premium video content and digital advertising through its platform. AT&T Latin America provides wireless services to consumers and businesses in Mexico.

AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc. Additional information is available at about.att.com. © 2021 AT&T Intellectual Property. All rights reserved. AT&T, the Globe logo and other marks are trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

Spotlight

Paid search advertising is a great way to attract new customers and increase brand awareness. In fact, someone who clicks on your paid search ad is 50% more likely to make the purchase, as opposed to someone who visits your website via organic search results. It does require a bit of knowledge to figure out how to do paid search advertising the right way, instead of just wasting money with no results. There are a lot of intricate combinations you can try, but if you are just starting on this journey, you have to cover the basics.

Spotlight

Paid search advertising is a great way to attract new customers and increase brand awareness. In fact, someone who clicks on your paid search ad is 50% more likely to make the purchase, as opposed to someone who visits your website via organic search results. It does require a bit of knowledge to figure out how to do paid search advertising the right way, instead of just wasting money with no results. There are a lot of intricate combinations you can try, but if you are just starting on this journey, you have to cover the basics.

Related News

AD NETWORKS

Comcast Advertising Names James Rooke President

Comcast Advertising | July 11, 2022

Today, Comcast Advertising announced that James Rooke has been named to the role of President. In this position, Rooke will oversee the operation of the company, whose brands include Effectv, FreeWheel and AudienceXpress. Rooke, who was previously General Manager of Effectv, replaces Marcien Jenckes, who was recently tapped to lead the new joint venture between Charter and Comcast and serve as Managing Director for Comcast Advertising in a dual role. Rooke will report into Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “His work at both Effectv and FreeWheel give him a unique perspective from which to lead the company, and I look forward to working beside him to take Comcast Advertising to its next level of success.” Since Rooke joined Effectv in January 2020, he successfully started its transformation to a multi-screen, audience delivery company that helps advertisers reach their target customers and drive better, measurable results. He was instrumental in bringing the more widespread use of data to TV advertising strategies, as well as driving the growth of addressable advertising and programmatic capabilities across Effectv. His successor as Effectv’s GM has not yet been named. Prior to leading Effectv, Rooke oversaw FreeWheel’s global publisher business unit responsible for providing TV programmers and distributors with advertising technology to manage the monetization of their video content. During his tenure, he also helped design, launch and scale FreeWheel’s first video marketplace, led the Advisory Services practice, a consulting business unit; and served as the company’s chief revenue officer. “I’ve had the privilege of working across both the software and media business within Comcast Advertising and look forward to combining those experiences in this new role,” said Rooke, President of Comcast Advertising. “I believe the opportunity for Comcast Advertising is unparalleled. I’m honored to accept this new position and cannot wait to continue my work with the broader leadership team to evolve the future of TV advertising for the better.” Earlier in his career, Rooke worked in the media business at Time Warner Cable (now Charter Communications) as vice president, strategy and execution. He was also a principal in the media and entertainment practice at Capgemini, a consulting and technology company. He began his career as an associate consultant at EY (then known as Ernst & Young) in London. Rooke holds a Bachelor of Commerce from the University of Birmingham in the U.K. He lives with his wife and two daughters in New York. About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com to learn more.

Read More

AD TECH AND MARTECH

Conviva Announces Streaming Audience Measurement Standard, to be Released at CES 2023

Conviva | May 18, 2022

Conviva, the census, Continuous Measurement and Engagement platform for streaming media, has revealed its plan to establish a streaming audience measurement standard. Conviva will avail this measurement standard at CES 2023. The partnership of the premium streaming providers and Conviva's real-time cloud sesssionization technology has fruited into this expansion. The new standard provides census-level streaming audience ad packaging and measurement that is complementary to and works with linear TV. This lets streaming providers compete on a large scale with the digital walled gardens solutions currently competing for ad budgets. For example, Conviva's technology presently processes almost 3 trillion streaming data events every day, serving over 500 million unique users who watch 200 billion streams per year across 4 billion apps streaming on devices. "Audience measurement represents the streaming industry's biggest opportunity and Conviva's technology definitively unlocks its potential, For Conviva's customers, streaming audience is continuously, census-level measured with comprehensive, standardized data. Having solved for this problem technically, we will now work in lock step with the industry to provide a unified streaming ad packaging and measurement solution fully interoperable with any cross-platform currency in market today." Keith Zubchevich, CEO of Conviva There is a proven record for Conviva's Continuous Measurement Analytics Platform as it has delivered an elaborated view of streaming audience insights, including social marketing impact. In addition, Conviva is also announced as the first streaming measurement partner for NBCUniversal due to its highly successful cross-platform measurement pilots for the Superbowl and Winter Olympics in partnership with iSpot. "We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilize measurement systems that adequately capture the reach, attention, and outcomes we deliver. For the first time, NBCU is bringing its advertising partners a unified cross-screen view across all platforms with access to meaningful metrics that matter to their businesses.", Kelly Abcarian EVP Measurement & Impact EVP at NBCU, from the Superbowl measurement announcement. Furthermore, for the NCAA Basketball Tournament 2022, WarnerMedia and Paramount launched an alternative measurement strategy that leveraged Conviva's technology to support its linear and digital partners, including Comscore and iSpot and VideoAmp, minting multiple successful, alternative cross-platform measurement solutions. Conviva is bringing together top streaming firm leaders in Miami, June 6-8, 2022, following these immensely successful crowd measurement tests and NBCU's certification of Conviva as their streaming audience measuring partner. During the two-day summit, executives will lay out a strategy for reaching wide availability by CES 2023, including product, partnership, and go-to-market strategy. In addition, this executive task group will thoroughly brief industry observers beginning June 9th, 2022, and keep them updated regularly until full GA in Q1 2023.

Read More

ADVERTISER PLATFORMS

Adform & PwC Study Shows Marketers can Achieve Value Today with First-Party IDs

Adform, PwC | July 28, 2022

Adform, the only global, independent, and fully integrated advertising platform built for modern marketing has unveiled an independent report with PwC showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns run with its ID Fusion solution. With third-party cookies to be discontinued in 2023, advertisers and publishers are struggling to reach their audiences online in a consistent, transparent, and privacy-compliant way. Many publishers are adopting first-party IDs as an alternative to traditional cookies, which has created a jungle of fragmented ID solutions. Adform has built ID Fusion, an agnostic solution combining publishers’ first-party IDs with advertisers’ customer data to make sense of online users' identities. Adform’s ID Fusion solution uses first-party IDs instead of third-party cookies to unlock scale for common use-cases such as frequency capping, audience targeting, and reporting. Adform commissioned PwC to work with OMD Norway and Renault to develop and run a real-world campaign using Adform’s ID Fusion technology. As part of their testing and review, PwC also verified data from a previous campaign and Adform case study. These tests took place between February and May 2022. 669% increase in reach and 161% uplift in performance through first-party IDs and ID Fusion Funnelling ad traffic with identifiers through the ID Fusion solution drove a significant 669% increase in the addressable audience, as well as a 161% increase in click-through rates, resulting in higher viewability and superior eCPM, and ultimately lowering CPC by 65%. By using first-party IDs and ID Fusion, the test campaign was able to reach incremental users that could not be engaged using previous targeting methods, on non-cookie environments such as Safari, and Firefox, as well as a growing number of Chrome users. Significant uplift in performance using first-party IDs Additionally, using first-party IDs delivered higher ad viewability, with 80% versus 75% for third-party cookie traffic. Only ad traffic with first-party IDs was able to meet daily spend targets across the campaign period and deliver in full. Identify and address previously “hidden” audiences on Safari and Firefox In addition to the study of the live OMD Norway and Renault campaign using Adform's ID Fusion solution, PwC also ran a detailed analysis of Adform historical data, reviewing the performance of campaigns run across environments that support first-party IDs, but not third-party cookies - Safari and Firefox. Lotte Gundersen, digital marketing manager at Renault Norway, said: "ID Fusion has allowed us to reach otherwise un-addressable audiences in cookieless environments. As an advertiser, it is reassuring to know that addressable marketing will continue to be a tool that we can rely on in the future also in cookieless environments and that we can continue to reach our customers and optimise our advertising efforts in a manner better aligned with the modern consumers' expectations around privacy." Carl-Adam Sjölander, digital director at OMD Norway, added: “Our experience with ID Fusion so far has shown great promise for the future, and we look forward to working with Adform and our publisher partners to bring our clients powerful media activations after we’ve said a final goodbye to the third-party cookie. ID Fusion promises to be a valuable solution going forward as a flexible and agnostic platform, that encourages even closer cooperation with premium publishers to tap into their data in a transparent and privacy-compliant way.” Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this." Adam Edelshain, the director, of PwC, said: “PwC’s marketing and media team firmly believes that trust and transparency are crucial to the healthy future of the digital advertising ecosystem. By subjecting their ID Fusion solution to independent testing, Adform has continued to demonstrate their commitment to this."

Read More