• AdExchanger, Friday, March 4, 2016 9:02 AM

AT&T announced on Thursday the launch of a private marketplace dubbed the Video Inventory Platform (VIP). AT&T will partner with Videology on the tech platform. Jason Brown, AT&T AdWorks’ VP of national advertising sales, told AdExchanger that VIP is a “data-optimized TV and video planning tool." It will be available in Q3 and will enable advertisers to programmatically purchase linear inventory from AT&T U-verse and DirecTV. VIP is one of the first major ad products AT&T has released since its $49 billion merger last year with DirecTV.

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