AT&T’s ad tech business Xandr signs up AMC, Disney and WarnerMedia

AT&T’s Xandr ad-tech business has announced a trio of new partners: AMC Networks, Disney, and WarnerMedia.

The trio have joined Xandr Invest, its strategic buying platform that promises to offer new ways to plan and activate audiences. It is part of the ongoing industry trend to develop addressable solutions that allow advertisers to pinpoint their content towards certain audiences.

Xandr said that Xandr Invest reaches 76% of all US households, and that it has the potential to reach 208.2 million total viewers, each month.

The company said that advertisers can define a single audience across all participating programmers with the flexibility to use their own first-party data, viewership data from Nielsen, or Xandr Audience Segments.

Brian Lesser, CEO of Xandr, said: “Providing relevant advertising to interested consumers in a premium content environment is a top priority for the industry. Xandr Invest provides powerful technology and unique consumer insights that enable advertisers to reach consumers in an engaging way.

Working with marquee media brands like AMC Networks, Disney, and our sister company WarnerMedia, will help us create a unified, data-enabled solution for advertisers, which is the future of TV buying.”

Rita Ferro, president, Disney Advertising Sales, said: “working with a technology partner like Xandr will further accelerate our advanced advertising capabilities. Having the right technology platform will enable us to offer buyers unique data sets, unified audience segments, and a self-service tool to improve the experience of buying data-driven linear across the Disney platform.”

Kim Kelleher, president of advertising sales and partnerships for AMC Networks, said: “We are relentlessly focused at AMC Networks on providing the best experience for our clients and the most innovative ways to target and reach their audiences alongside our content and brands. Leveraging new platforms like Xandr allows us to offer new and innovative ways to transact at scale, and puts us all at the forefront of our industry to shape the way TV advertising is transacted to drive the greatest performance.”

This announcement comes after Xandr acquired ad-tech firm clypd in October. Clypd is focused on developing technology that automates the purchase of ad inventory.