January 8, 2019 - Just a little more than six months after coming together under the AT&T umbrella, WarnerMedia’s Turner and AT&T’s advertising business Xandr are working together to improve the relevancy of advertising, fueled by data and content connections.
Making advertising matter and more relevant to consumers are among the greatest challenges facing the industry today. Turner and Xandr are bringing together a unique set of assets—valuable consumer data and insights, advanced advertising capabilities and engaged passionate fanbases—all in service of marketers who want to make a real impact, and for consumers who want better experiences.
The Turner and Xandr ad sales teams have been working on the following four initiatives, with several enhanced products available from Turner today:
- More relevant advertising across Turner’s TV brands, with AT&T first-party set-top-box data
- Using Xandr’s data capabilities to fuel more relevant advertising on Turner’s digital properties
- Expanding the reach of branded storytelling to addressable TV
- Proving the impact of advertising through attribution
“AT&T brought our companies together as part of a vision of developing a modern media company, a key part of which is modernizing present day advertising,” said Donna Speciale [pictured, left], president of Turner ad sales. “We have spent the better part of the last decade with that shared vision, investing in stronger ad solutions and experiences, alongside our continued commitment in producing premium content across entertainment, news, kids and sports. The groundwork has been laid, and now we have the fortune of tapping into Xandr to supercharge our capabilities already out in the marketplace. This will be a win for marketers and for our viewers as the experience becomes more relevant to them.”
“Xandr is the leader in advanced TV advertising and is in a unique position to help marketers improve the performance of their campaigns using data and technology—this incredible combination helps create relevant moments for consumers,” said Mike Welch [pictured, right], SVP, corporate strategy and development, Xandr. “Combining insights from AT&T’s 170 million direct to consumer relationships with Turner’s terrific content and fanbase, gives us a greater ability to serve relevant advertising that is driving results for brands and agencies.” More...