Here's how AT&T's Xandr and Turner plan to work together in 2019
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AT&T is making its set-top box viewership data available to advertisers buying audiences across Turner’s TV networks and digital properties, its first move in its quest to make TV advertising more efficient and data-driven since it acquired WarnerMedia this summer.
Its Xandr unit and WarnerMedia’s Turner sales team are meeting with agencies and clients during the Consumer Electronics Show in Las Vegas this week to showcase new data, audience targeting and measurement capabilities, all steps in AT&T’s plan to create a one-stop shop marketplace for premium TV and video inventory.
Turner is incorporating AT&T’s set-top box data into its existing audience buying product, AudienceNow. This will allow Turner, the networks of which include TNT, TBS and CNN, to provide more precise targeting of audiences across all of its networks, as well as faster turnaround of campaign results, says Donna Speciale, president of ad sales at Turner. “The key is we will now have the data in-house,” she says. “This will allow us to get results to clients so they can make decisions more quickly.”
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