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AT&T's Xandr launches ad-buying platform for premium content

June 10, 2019 / CNA

REUTERS: AT&T Inc's advertising unit Xandr on Monday launched an ad-buying platform called Xandr Invest to lure advertisers with exclusive access to AT&T customer data and streamline how companies can buy ad space across different formats such as streaming video and mobile. The platform is AT&T's latest move to combine the pieces of two different acquisitions - media company Time Warner and ad technology company AppNexus - to evolve beyond a wireless phone carrier. Like other companies with advertising ambitions, AT&T will have stiff competition from Alphabet Inc's Google and Facebook, which together commanded nearly 60per cent of the U.S. internet advertising market in 2018, according to a report last week from consultancy PwC. AT&T had single-digit market share last year, PwC said.