Already offering nearly 14 million addressable TV households through DirecTV, AT&T will add DirecTV TV Everywhere content through its app and third party mobile Web sites on some 30 million mobile devices.
AT&T says this cross-screen addressable offering is expected to launch in the fourth quarter of 2016.
The company says it has seen a 50% increase in the number of unique streamers using the DirecTV app since combining the DirecTV and AT&T efforts. It now serves more than 60 million streams and downloads a month.
The company says advertisers can deliver ads on about 70 live channels via the DirecTV pay-TV app, including live sports and news content.
In one trial, AT&T noted that a luxury automotive campaign saw an 87% lift in sales for that model among households viewing an addressable ad on both TV and mobile. The company has been doing a series of cross-screen addressable TV and mobile advertising trials with multiple companies.