US-based telecommunications company AT&T has announced that it will consolidate its programmatic ad spend on the AppNexus Programmable Platform (APP), the demand-side platform (DSP) run by Xandr, its in-house advertising and analytics unit.
AT&T is one of the largest advertisers in the US, and through scaling their spend with AppNexus and Xandr, they can reimagine the future of advertising and customer engagement.
Until now, AT&T’s programmatic ad spend was split between multiple DSPs, including AppNexus.
APP combines AppNexus’ customisation capabilities with competitive rates and multi-channel supply chain, allowing buyers to deliver better outcomes through conversions or brand awareness. Buyers who have switched to APP will be able to leverage its advanced optimisation technology to improve campaign performances.
Last year, AT&T acquired AppNexus, which provides a range of tools to measure engagement and optimise the performance of ads, and integrated it across AT&T’s existing advertising and analytics. This was the beginning of its joint advertising venture, Xandr, which launched in September 2018.
According to the company, Xandr has been progressive in the video space, “developing next-generation “TV planning, campaign management and measurement capabilities.
In a statement, Michael Rubenstein, president of AppNexus said, “the fact that AT&T Communications has decided to shift and quickly scale their spend on our platform is a testament to AppNexus’ long-term investments in our demand-side technology and the tangible value we create for buyers.”
Rubenstein added that AT&T will now serve as a “case study for premium brands seeking intelligent and customised campaigns that resonate with consumers.”