AT&T's Xandr has ambitious European expansion plans

Kirk McDonald

Kirk McDonald

July 1, 2019 - Seb Joseph of Digiday writes: AT&T has ambitious plans for a pan-European advertising force by filling 60 new roles for its ad tech business Xandr in Europe.

A third of those jobs will be in its London office, with the rest spread across France, Germany, Spain and Italy. Many of those roles are for sales, marketing and partnerships as it looks to establish an ad business in Europe without the subscriber data that’s differentiated it in the U.S. (AT&T doesn’t offer mobile phone and TV service in Europe.)

“What’s unique in the U.S. is the data assets we have,” said Xandr CMO Kirk McDonald [pictured]. “When we start looking to 60 new hires in Europe, it’s to make sure that we can create high-fidelity data assets in markets like the U.K. either through partnerships or ownerships.”

Partnerships, either with publishers or broadcasters, will be how AT&T gets the data to sell more targeted ads in its video-orientated ad marketplace, called Community. More...