Disney, WarnerMedia and AMC Networks Join AT&T’s OpenAP Rival, Xandr Invest

New iteration of platform looks to accelerate TV audience targeting in this upfront


OpenAP is no longer the only audience targeting platform offering with backing from multiple media companies.

Xandr, AT&T’s advanced advertising company, said today that Disney, WarnerMedia and AMC Networks have signed onto the next iteration of its Xandr Invest buying platform—which will enable advertisers to define a single linear or digital audience across all Xandr Invest partners and use their own first-party data, Nielsen viewership data or Xandr Audience Segments—to improve media buy effectiveness.

Xandr Invest, which will be available in open beta beginning this upfront, will accelerate and streamline automated, data-driven TV buying for clients, the company said.

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