AT&T today announced the rebrand of its AdCo unit, unveiling Xandr at its inaugural Relevance Conference in Santa Barbara, Calif.
Xandr will house all of the telco’s data-led offerings, including its pre-existing advanced TV service AT&T AdWorks, its analytics business ATT.net and the recently acquired ad-tech unit AppNexus.
Advertising and Analytics head Brian Lesser, who joined AT&T a little over 12 months ago from GroupM North America, said the decision to name the company Xandr was inspired by its founder Alexander Graham Bell and was indicative of its purpose to “solve new challenges for the future of advertising.”
Per a statement issued this morning, this will be based on four key attributes the newly branded unit now houses: advanced advertising technology (AppNexus), AT&T’s distribution base of more than 170 million direct-to-consumer relationships, premium content (through its planned Time
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