Why AT&T Could Put the TV Advertising Revolution on Hold
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Like an army amassing troops on the border, AT&T is inspiring a lot of speculation about what it plans to do next. Once the Time Warner merger is complete, will the company sell CNN, forever altering the cable news landscape? Will it snuff out the creative spark at Time Warner, forcing HBO to produce short, mobile-friendly episodes of beloved shows?
Most urgently, will it revolutionize TV advertising?
Because, yes, with the pending acquisition of Time Warner, AT&T is well-positioned to fundamentally change how television ads are bought and sold. Take the content from Time Warner and DirectTV, combine it with AT&T’s ever-expanding trove of subscription data, then add Brian Lesser — the former GroupM CEO who joined AT&T this month to lead a mysterious new advertising division — and you’ve got a solid blueprint for disruption.
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