Ever since AT&T finalized its purchase of Time Warner last June, the company has been eager to unleash Xandr, its advertising and analytics unit, on Turner’s ad platform. That moment has finally arrived.
Xandr and Turner have teamed up for a quartet of new or Xandr-infused ad offerings, which will tap AT&T’s first-party set-top-box data and addressable footprint to give clients a richer data set for their linear, digital, branded content and addressable buys.
Among the new initiatives: Turner will now use AT&T’s first-party set-top-box data for more relevant advertising across its networks, Xandr data will fuel Turner’s digital properties, Turner will expand its branded content to addressable TV and Turner will offer performance-based guarantees using Xandr data.
Today’s announcement is “a first step” in what is expected to be a lucrative partnership between Turner and Xandr, said Mike Welch, svp, corporate strategy and business development, Xandr.