AT&T AdWorks has partnered with demand-side platform Turn to launch a new ad platform combining Turn’s campaign management and ad-serving capabilities with AT&T’s ad network reaching 84% of the worldwide online audience. The private marketplace overlays AT&T’s audience targeting technology on top of Turn’s DSP tools to help advertisers reach intended audiences more effectively.
The companies said the cloud-based platform would protect consumer privacy by encrypting all data that leaves the marketplace. AT&T says AdWorks has access to 450 billion monthly impressions across mobile, online display and interactive television.
The alliance with Turn reflects AT&T’s efforts to ramp up targeted advertising across all three screens since relaunching that business as AdWorks last fall. For its part, Turn was cited by Forrester in a December report as one of the top three DSPs based on the breadth of media access, audience management capability, and expertise in optimization. Turn also works with partners including Casale Media, Yahoo and Nexage.